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| Author: | Hill, R. |
| Title: | National characteristics |
| Journal: | Strategies Europe
2001 : MAR, 6, p. 50-51 |
| Index terms: | MARKETING GLOBALIZATION STRATEGY |
| Language: | eng |
| Abstract: | Marketers ignore the cultural differences between markets at their peril. Richard Hill reports on how major corporations tackle these differences. While globalisation and European Union harmonisation conspire to bring consumer tastes and expectations to the same level, the divergences are still demonstrably there. Going from north to south in western Europe, you pass from one consumer zone to another. |
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