Multi-market campaigns

This article poses the question of why there are so few case studies demonstrating success in multi-market campaigns.

Multi-market campaigns

Peter Field

I thought (wrongly as it turned out) that multi-market campaigns would be relatively easy to explore among case studies of success worldwide – after all, so much is written about global brands these days that you might think they defined success in modern marketing. Instead I discovered that they defiedsuccess more often. There are, quite simply, very few case studies of success by truly multi-market campaigns – defined in the terms of John Philip Jones (1) as multinational brands, sold in many countries and supported by multinational advertising. Jones observes that many...

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