Abstract
International market segmentation is a rather neglected research area. Conventional wisdom has led to segmentation of world markets based on traditional criteria such as economic development or degree of industrialization. The authors maintain that more non-traditional and intranational market segmentation is necessary in order to facilitate polycentric marketing orientation and to be successful in the international arena.
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Samli, A.C., Hassan, S. (2015). International Segmentation Options: Getting Away from Conventional Wisdom. In: Crittenden, V.L. (eds) Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13248-8_38
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DOI: https://doi.org/10.1007/978-3-319-13248-8_38
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