Giants, wizards and elves

Miguel Angel Ferraez

The global marketplace demands understanding of factors affecting brands in their local and global context.

Giants, Wizards and Elves

A game of networking, partnering and competing to gain insights from consumers in the global marketplace

Miguel Angel Ferrez Procter & Gamble de Mexico

Introduction

The marketplace is now global! This is no longer a clich, but a reality.

Brands competing in the market are affected at the same time by local and global factors:

  • strategies for global brands affect local brands and vice versa;

  • the actual brand experienceis affected by marketing programs implemented beyond ...

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