Segmenting Targeting and Positioning in Global Markets

Bodo B. Schlegelmilch
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Bodo B. Schlegelmilch: WU Vienna

Chapter 4 in Global Marketing Strategy, 2016, pp 63-82 from Springer

Abstract: Abstract Segmentation, targeting and positioning can be seen as core disciplines in marketing strategy; mistakes in these areas are likely to be costly and may result in failure; getting it right is a critical prerequisite for corporate success. This chapter distinguishes between different possibilities of segmenting a market and then looks at the selection of target markets. The main emphasis of this chapter is then put on how managers can position their products and services in the global market.

Keywords: Product Category; Purchase Intention; Energy Drink; Segmentation Approach; Gross National Income (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-26279-6_4

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DOI: 10.1007/978-3-319-26279-6_4

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