October 7, 2009
Segmentation – LA vs Beijing
Are young people the same in these two cities in terms of their needs and interests for marketing purposes? In fact they are probably more similar than they were ten years ago because of the ubiquity of communications and entertainment. However the use of geo-demographics and socio-demographics only allows for segments and sub-segments – one also needs to understand cultural differences.
Springboard, Autumn 2009, p31
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