Society, brands and the media: a three dimensional view of the world
Sheila ByfieldMindShare Worldwide, United Kingdom
PREFACE
Does the global consumer exist? Are there sufficient common behavioural and attitudinal characteristics across the world to ensure that messages created for one region will be fully understood by people living in another? We are living in times of great change that are having significant impact on the world's societies and in how we communicate with them. To positively leverage these changes in the way we manage brands and communications both within countries, and more particularly across borders, it becomes necessary...