Consumer Cosmopolitanism as a Segmentation Basis: A Retrospective

Petra Riefler; Adamantios Diamantopoulos

doi:10.1007/978-3-031-17366-0_13

Consumer Cosmopolitanism as a Segmentation Basis: A Retrospective

Petra Riefler, Adamantios Diamantopoulos

Department of Marketing and International Business

Publications: Contribution to book › Chapter › Peer 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.

Original language	English
Title of host publication	Key Developments in International Marketing
Subtitle of host publication	Influential Contributions and Future Avenues for Research
Publisher	Palgrave Macmillan Cham
Pages	347-368
ISBN (Print)	978-3-031-17365-3
DOIs	https://doi.org/10.1007/978-3-031-17366-0_13
Publication status	Published - 13 Mar 2024

Austrian Fields of Science 2012

502019 Marketing
501021 Social psychology

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Consumer Cosmopolitanism as a Segmentation Basis: A Retrospective

Abstract

Austrian Fields of Science 2012

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