TITLE

The problem with global seduction

AUTHOR(S)
Wheatly, Andy
PUB. DATE
February 2004
SOURCE
Brand Strategy;Feb2004, Issue 179, p45
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the concept of the globalization of brands. Misconception of the idea that consumers and customers are the same all over the world; Remark from David Aaker regarding global brands; Speculation concerning the factors contributing to the global success of a particular brand. INSET: PARTICIPANTS.
ACCESSION #
12283970

 

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