Abstract
In my earlier book (Samli 1995) I paraphrased Spielvogel (1989) saying that global consumer segmentation must cross national lines. That could easily be misconstrued: first, there could be a global segmentation that is not quite realistic and there cannot be national segmentation, let alone a global one. Second, crossing national lines can be interpreted as markets being homogenous domestically and segmented internationally. This also is not correct, because domestic or international markets are simply not homogenous. In fact, as stated in the Introduction, today there are more cultural pockets in markets that may be forming as segments. In other words, neither domestically nor internationally does one size simply fit all.
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Samli, A.C. (2013). International Market Segmentation Based on Consumer Behavior. In: International Consumer Behavior in the 21st Century. Springer, New York, NY. https://doi.org/10.1007/978-1-4614-5125-9_11
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DOI: https://doi.org/10.1007/978-1-4614-5125-9_11
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