Focus on Global-Local Marketing
Use global demographics to segment the market
Explore niche markets or global sets of small local markets in pilot mode
Develop deep customer intimacy globally and respond quickly to needs locally
Leverage a global ecosystem of partners to deliver local customized solutions
In this chapter, we see Nortel in action as it progresses through the steps of global-local market segmentation. With the advent of Marketing 2.0, the view of segmentation is changing with the new technology approaches. Segmentation approaches ...