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  4. Methodological Options in International Market Segmentation
 
Zitierlink URN
https://nbn-resolving.de/urn:nbn:de:gbv:46-diss000105847

Methodological Options in International Market Segmentation

Veröffentlichungsdatum
2007-01-09
Autoren
Bastian, Iryna  
Betreuer
Bauer, Erich  
Gutachter
Missong, Martin  
Zusammenfassung
The last decades were marked with an increasing involvement of multi-product manufacturers into cross-border business activities. Dealing with heterogeneous needs of consumers in different countries is one of the biggest challenges in the modern business. Correspondingly, special importance is being attached to international market segmentation. Finding transnational segments and developing standardized marketing programs for targeting them gain on popularity. The doctoral research of Dr. Iryna Bastian contributes to clarification of problematic issues connected to international market segmentation. In particular, advantages and limitations of conducting international market segmentation in the form of additive intranational market segmentation and integral market segmentation are investigated. Moreover, effectiveness of segmentation approaches based on the Ward's method, K-means method, and SOM in finding transnational segments is assessed.
Schlagwörter
international market segmentation

; 

international market research

; 

multivariate analysis

; 

neural networks
Institution
Universität Bremen  
Fachbereich
Fachbereich 07: Wirtschaftswissenschaft (FB 07)  
Dokumenttyp
Dissertation
Zweitveröffentlichung
Nein
Sprache
Englisch
Dateien
Lade...
Vorschaubild
Name

00010584.pdf

Size

2.87 MB

Format

Adobe PDF

Checksum

(MD5):7505e8fcef9e4b894cf5e088405cf416

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