Instead of adhering to a standardized advertising strategy or committing to strictly local campaigns, many international firms are now taking what we might call a ________ approach, and that is establishing a global brand image, while being sensitive to cultural and legal differences. This allows them to save costs and achieve international brand recognition but also customize ads to different markets. local global glocal
Instead of adhering to a standardized advertising strategy or committing to strictly local campaigns, many international firms are now taking what we might call a ________ approach, and that is establishing a global brand image, while being sensitive to cultural and legal differences. This allows them to save costs and achieve international brand recognition but also customize ads to different markets. local global glocal
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Instead of adhering to a standardized advertising strategy or committing to strictly local campaigns, many international firms are now taking what we might call a ________ approach, and that is establishing a global brand image, while being sensitive to cultural and legal differences. This allows them to save costs and achieve international brand recognition but also customize ads to different markets.
local
global
glocal
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