Standardize Marketing Globally or Adopt Locally?

via uttoransen    Discuss    Marketing
When it comes to global marketing, companies either retain and adapt their communication strategy or develop a customized strategy for each market they serve.

For example, American Express uses the campaign, “Membership has its privileges in more than 24 countries. In some countries where there exists a strong cast or class system, the term “membership” was more loosely translated to downplay any snob appeal.

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