Question
Should a global company use standardized or localized advertising? Is this a universal truth, or does it depend upon other factors? If so, what are
Should a global company use standardized or localized advertising? Is this a universal truth, or does it depend upon other factors? If so, what are the variables that should drive this decision?
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Marketing The Core
Authors: Roger A. Kerin, Steven W. Hartley, William Rudelius
5th edition
9780077517083, 78028922, 77517083, 978-0078028922
