Market segmentation practices of exporting companies
CP Schuster, CD Bodkin - Industrial Marketing Management, 1987 - Elsevier
Industrial Marketing Management, 1987•Elsevier
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.
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.
Abstract
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.
Elsevier
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