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| Tekijä: | Polak, E. |
| Otsikko: | Going global: how local origin affects brand strategy |
| Lehti: | Admap
2005 : VOL. 40:5, p. 37-39 |
| Asiasana: | Brands Global marketing Local planning Marketing management |
| Kieli: | eng |
| Tiivistelmä: | The article examines the effects of local origin on global brand stretegy and discusses if global brands are really global. It also introduces conversion marketing and acceptance marketing and their differences. |
SCIMA