Implications of changing influences on customers for transnational brand management and communications

We are living in times of great change, often with apparent contradiction in the way these changes are likely to affect consumers and their lives.

Implications of Changing Influences on Consumers for Transnational Brand Management and Communications

Linda Caller andSheila Byfield Ogilvy Mather, United Kingdom.

WAYS OF LOOKING AT THE WORLD.

How we see ourselves

Our immediate mental image of the world is invariably based on a subdivision by country boundaries. This is based on how we are organised, but it is also how we see ourselves, first and foremost as members of our own nations. Indeed, as British citizens we have selected as our illustration in Figure 1  of the countries of the world, a map which places...

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