Society, brands and the media: a three dimensional view of the world

Global marketing is undoubtedly now an established discipline. More and more strategies are designed to capitalise on common consumer characteristics across the world.

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...

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