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- Title
Improving multicultural marketing: Between-group and within-group segmentation approaches.
- Authors
VILLARREAL, RICARDO
- Abstract
This paper reviews the evolution of segmentation approaches used in multicultural marketing.The benefits and limitations of the standard between-group segmentation (BGS) approach are presented as a basis to discuss advancements on the BGS approach. The paper suggests that the within-group segmentation (WGS) approach provides an important alternative to the BGS approach.Two different examples of a WGS approach are presented.The paper suggests that the true variable of interest in multicultural marketing is ethnicity. Reasons for focusing on ethnicity and its definition are presented and tested using a more complex statistical methodology for a WGS approach. The paper concludes with a summary of the relationships between the approaches.
- Subjects
MARKET segmentation; MARKETING strategy; MULTICULTURALISM; ETHNICITY; MARKETING management
- Publication
Journal of Brand Strategy, 2014, Vol 3, Issue 3, p278
- ISSN
2045-855X
- Publication type
Article
- DOI
10.69554/mkql1358