Principles of Marketing, Student Value Edition Plus MyLab Marketing with Pearson eText -- Access Card Package (17th Edition)
17th Edition
ISBN: 9780134642321
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Chapter 19, Problem 19.19CC
Summary Introduction
Case summary:
Company is the product from Country F which deals with all kinds of cosmetics all over the world. The main success of the company is that it reads and learns all the cultures of the marketing countries. It uses the concept of universalization. After understanding the culture and preference it standardizes their products according to the preference of the consumers.
Characters in the case:
- Company L
To discuss: The disadvantage of Company L’s global approach.
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Principles of Marketing, Student Value Edition Plus MyLab Marketing with Pearson eText -- Access Card Package (17th Edition)
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