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Segmenting Targeting and Positioning in Global Markets

In: Global Marketing Strategy

Author

Listed:
  • Bodo B. Schlegelmilch

    (WU Vienna)

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.

Suggested Citation

  • Bodo B. Schlegelmilch, 2016. "Segmenting Targeting and Positioning in Global Markets," Management for Professionals, in: Global Marketing Strategy, edition 1, chapter 4, pages 63-82, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-26279-6_4
    DOI: 10.1007/978-3-319-26279-6_4
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    Citations

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    Cited by:

    1. Kh Khaled Kalam, 2020. "Market Segmentation, Targeting and Positioning Strategy Adaptation for the Global Business of Vodafone Telecommunication Company," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 4(6), pages 427-430, June.
    2. Kotler, Philip & Manrai, Lalita A. & Lascu, Dana-Nicoleta & Manrai, Ajay K., 2019. "Influence of country and company characteristics on international business decisions: A review, conceptual model, and propositions," International Business Review, Elsevier, vol. 28(3), pages 482-498.
    3. Ambituuni, Ambisisi & Azizsafaei, Farzaneh & Keegan, Anne, 2021. "HRM operational models and practices to enable strategic agility in PBOs: Managing paradoxical tensions," Journal of Business Research, Elsevier, vol. 133(C), pages 170-182.

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