ABSTRACT
… in a global kind of a context, I guess I would see Australia as a segment, certainly because a lot of the culture references are very particular, and probably because I teach a chapter that’s on Australia and marketing to the Australian identity. It really matters what’s the baseline, definitely, and I think that’s where I see this … is really defining ethnicity … in terms of some minority sub-specialised group with less attention to a mainstream. And I suspect what will continue to happen is that, as firms globalise and they cluster kinds of nations … probably our sense of segments will change too. I mean, one of the things that I find really interesting about marketing as an academic discipline, is that it really draws on a lot of US and certainly a lot of western conventions, that I suspect are going to change in a huge way with these other economies. When we’re not the centre, then perhaps we become a segment to other nations.
