Browsing AUT Business School by Author "Tipgomut, P"

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International Market Segmentation across Consumption and Communication Categories: Identity, Demographics, and Consumer Decisions and Online Habits

De Villiers, R; Tipgomut, P; Franklin, A (IntechOpen, 2020)

In this chapter we will discuss the different approaches to market segmentation and selection and explore how the selection process influences the company’s culture, its brand positioning, and how it is impacted upon by ...