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dc.contributor.authorDe Villiers, Ren_NZ
dc.contributor.authorTipgomut, Pen_NZ
dc.contributor.authorFranklin, Aen_NZ
dc.date.accessioned2020-07-21T00:09:36Z
dc.date.available2020-07-21T00:09:36Z
dc.date.copyright2020-07-08en_NZ
dc.identifier.citationUmut Ayman and Anıl Kemal Kaya, IntechOpen, DOI: 10.5772/intechopen.89988. Available from: https://www.intechopen.com/books/promotion-and-marketing-communications/international-market-segmentation-across-consumption-and-communication-categories-identity-demographen_NZ
dc.identifier.isbn978-1-83880-227-1en_NZ
dc.identifier.urihttp://hdl.handle.net/10292/13537
dc.description.abstractIn 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 the overall marketing and communication strategy and vice versa. Some questions this chapter considers and discusses are: Which segments should firms’ international marketing activities (including financial, human resources, and the firm’s capabilities) focus on? How do multinationals decide if segmentation efforts are effective? Finally, we will explore how organizations1 can monitor and control the various activities and outcomes, in order to ensure sustainable competitive advantage(s) in a highly competitive marketplace and online marketspace.en_NZ
dc.publisherIntechOpenen_NZ
dc.relation.urihttps://www.intechopen.com/books/promotion-and-marketing-communications/international-market-segmentation-across-consumption-and-communication-categories-identity-demographen_NZ
dc.rights© 2019 The Author(s). Licensee IntechOpen. This chapter is distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/ by/3.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
dc.subjectBrand alignment; Consumption categories; Niche communication; Positioning; Selection; SCA; Segmentation
dc.titleInternational Market Segmentation across Consumption and Communication Categories: Identity, Demographics, and Consumer Decisions and Online Habitsen_NZ
dc.typeChapter in Book
dc.rights.accessrightsOpenAccessen_NZ
dc.identifier.doi10.5772/intechopen.89988en_NZ
aut.relation.chapternumber1en_NZ
pubs.elements-id384762


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