The 'glo-cal' branding toolkit - a global strategy in local markets

Companies are increasingly using marketing techniques that have worked with consumers and applying them to engage their own employees.

The “glo-cal” branding toolkit – a global strategy in local markets

M. Gabriela Ugalde RomagnoliNestlé, Chile

Mauricio Yuraszeck ArdilesCadem Advertising, Millward Brown, Chile

PREFACE

The purpose of this paper is to show how a multinational...

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