This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
Catalog Advanced Search
1 item were found using the following search criteria
-
Tailoring Your Strategy to Fit the Culture
de Mooij, MariekeArticle ART-1787-EMarketingMany widely accepted management theories related to mission statements, branding and advertising are Western inventions that do not translate when companies go global. What plays well at home may not go down so well in foreign environments. The author recommends that a company conduct a full review of its entire global marketing strategy from its mission and vision, to its portfolio, positioning and product usage, to its communications and adve...Starting at €8.20