Fragmentation And Segmentation: Marketing Global Benefits

Authors

Russell P. Adams, The University of Texas Rio Grande Valley

Document Type

Article

Publication Date

9-2011

Abstract

Though consumption culture and globalization are major themes impacting the modern landscape, there has been limited research in these areas due to, in part, the increasing fragmentation of markets. A case is made that the seemingly disparate views, cultural fragmentation and global segmentation can be harmonized. This paper presents a theoretical framework to understand how the fragmentation of markets and global segmentation strategies can be compatible. Due to the cultural convergence brought on by globalization and marketing intermediaries, global segments can be identified through the common needs sought by consumers.

Comments

© 2011 The Clute Institute

Recommended Citation

Adams, R. (2011). Fragmentation And Segmentation: Marketing Global Benefits. International Business & Economics Research Journal (IBER), 10(9), 59-66. https://doi.org/10.19030/iber.v10i9.5627

Creative Commons License

This work is licensed under a Creative Commons Attribution 3.0 License.

Publication Title

International Business & Economics Research Journal

DOI

10.19030/iber.v10i9.5627