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Un traje a medida de cada cultura
de Mooij, MariekeArticle ART-1787MarketingMuchas de las teorías de gestión relacionadas con la misión, creación de marca y publicidad son inventos occidentales que no sirven cuando las empresas se globalizan. Lo que funciona en casa puede no ir tan bien en el extranjero. La autora recomienda a las empresas que revisen toda su estrategia de marketing global, desde la misión y la visión, cartera, posicionamiento y uso del producto a la comunicación y campañas de publicidad. Insta a los dir...Starting at €8.20
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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