International market segmentation : issues and perspectives

@inproceedings{Steenkamp2002InternationalMS,
  title={International market segmentation : issues and perspectives},
  author={Jan-Benedict E. M. Steenkamp and Frenkel ter Hofstede},
  year={2002}
}
With the increasing globalization of the business world, international segmentation becomes an ever more important concept in marketing. The globalization forces now at work push many companies to extend or reorganize their marketing strategies across borders and target international segments of consumers. It is the purpose of this paper to review the international market segmentation literature and to identify its future prospects and threats. We critically assess the current status of… CONTINUE READING

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