How many countries are there in one country?

The purpose of this paper is to describe a methodology that enables the discovery and comprehension of the new consumption geographies and brand links established in Argentina within the framework of the changes undergone in the last decade.

How Many Countries Are There In One Country?

Idiosyncrasies, territories and new ways of building relationships: The local strategy of a global brand

Santiago BargagnaCoca Cola, ArgentinaFernando MoiguerMoiguer & AsociadosMarita SotoMoiguer & Asociados...