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The document discusses concepts and techniques for applying the STP (Segmentation, Targeting, Positioning) framework in international markets. It explains that while the general STP concepts still apply globally, additional considerations are needed due to the much broader and complex scope of international markets. Segmentation techniques discussed include aggregating by country, disaggregating within countries, and a two-step approach combining these. Key factors for international market segmentation are
- Author
- Basuki
- Language
- EN