For the following Industries/products, discuss to what extent: (a) a world consumer exists; (b) the product or

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For the following Industries/products, discuss to what extent:

(a) a world consumer exists;

(b) the product or services offered are themselves global (similar worldwide); and

(c) the Industry itself can be considered as global: airines; tobacco; meat-based foods; sheets and pillows: pharmaceuticals.

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Marketing Across Cultures

ISBN: 9780273757733,9780273757764

6th Edition

Authors: Jean-Claude Usunier , Julie Anne Lee

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