Abstract
Several purported normative models of industrial market segmentation have been developed. International market segmentation has been approached in terms of clustering eligible countries, but has not specifically addressed the problems of industrial marketers. This paper not only suggests a conceptualization incorporating the problem of international scale marketing, but conceptualizes the process from a different perspective, that of a user needs/strategic planning interface.
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Plank, R.E. (2015). Conceptualizing the International Industrial Market Segmentation Problem. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_12
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DOI: https://doi.org/10.1007/978-3-319-16943-9_12
Publisher Name: Springer, Cham
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