The life stages of global marketing

Al Moffatt

Advertising planning for global markets requires an understanding of how markets vary and develop at different rates.

The life stages of global marketing

Al Moffatt

It is young versus old. It's optimists compared to cynics. And it's even finding yourself at middle-aged crazy. The new world of global marketing and advertising has indeed become bi-polar. Or, as The Kinks once proclaimed, 'It's a mixed up, muddled up, shook up world.'

As members of the global marketing community, we tend to think that everyone is on MySpace, Facebook or YouTube. And, at the same time, we also forget that advertising is the most capitalistic activity there is – one that is inextricably linked to politics, history, economics, culture,...

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