Consumer Cosmopolitanism as a Segmentation Basis: A Retrospective

Veröffentlichungen: Beitrag in BuchBeitrag in Buch/SammelbandPeer Reviewed

Abstract

A cornerstone of successful international marketing is matching product attributes to customer attitudes, values, and lifestyles within or across geographic markets. Strategically, cross-national segmentation constitutes a core theme of international marketing operations aiming at identifying customer segments companies may target within or across international markets. This retrospective reviews and reflects upon the conceptual and empirical use of consumer cosmopolitanism as a relevant segmentation base in international marketing literature.
OriginalspracheEnglisch
TitelKey Developments in International Marketing
UntertitelInfluential Contributions and Future Avenues for Research
Herausgeber (Verlag)Palgrave Macmillan Cham
Seiten347-368
ISBN (Print)978-3-031-17365-3
DOIs
PublikationsstatusVeröffentlicht - 13 März 2024

ÖFOS 2012

  • 502019 Marketing
  • 501021 Sozialpsychologie

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