With relevant examples, discuss the pros and cons of using a standardization approach to the planning of
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With relevant examples, discuss the pros and cons of using a standardization approach to the planning of cross-cultural marketing communications. Under what circumstances might a standardization approach be problematic?
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Related Book For 
Global Marketing Management
ISBN: 9780199609703,9780191005718
3rd Edition
Authors: Kiefer Lee , Steve Carter
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