Branding Globally, Thinking Locally

Kourtis, Spyro
September 2007
Multichannel News;9/3/2007, Vol. 28 Issue 35, p13
Trade Publication
The author reflects on the means for corporate marketing to maintain adequate control of the brand. He stresses that this situation is possible when a marketing program that supports regional sales efforts will be developed. He emphasizes that corporate marketers begin this process through creating basic mail, electronic mail and Web formats. He asserts that through the help of technology, regional marketers can choose materials that address their unique market conditions.


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