Market segmentation practices of exporting companies

Market segmentation practices of exporting companies

The purpose of this article is to examine the marketing segmentation practices of industrial companies that are currently exporting their products. The results document a considerable amount of marketing activity both in terms of gathering information to be used when developing segmentation strategi...

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Veröffentlicht in:Industrial marketing management 1987-05, Vol.16 (2), p.95-102
Hauptverfasser: Schuster, Camille P., Bodkin, Charles D.
Format: Artikel
Sprache:eng
Schlagworte:
Exporters
International trade
Market segmentation
Market segments
Marketing
Studies
Target markets
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Beschreibung
Zusammenfassung:The purpose of this article is to examine the marketing segmentation practices of industrial companies that are currently exporting their products. The results document a considerable amount of marketing activity both in terms of gathering information to be used when developing segmentation strategies and when varying the marketing mix elements to implement that strategy by a wide range of exporting companies.
ISSN:0019-8501
1873-2062
DOI:10.1016/0019-8501(87)90014-9