Segmentation beyond cultural boundaries

Although the use of market segmentation analysis is standard research practice in the United States and Europe, many researchers experience difficulty when applying the same methodology to research in other cultures.

Segmentation beyond cultural boundaries

Mila C. Montemayor MOI, Inc.

Introduction

It is common in pharmaceutical marketing research to receive a request for segmentation studies based on specific parameters. Usually, a member of corporate or product management requests a researcher to determine and define market segments that could ease the way for a product launch or to re-position a specific product ...

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