The opening vignette to the chapter discusses how many multinational companies want to turn many of their
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The opening vignette to the chapter discusses how many multinational companies want to turn many of their products and services into global brands. Discuss some of the challenges marketers are facing in competition from regional and local brands and how this might impact their efforts to develop strong global brands. (LO1, LO3)
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Advertising And Promotion An Integrated Marketing Communications Perspective
ISBN: 9780073404868
9th Edition
Authors: George E. Belch, Michael A. Belch
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