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MANAGING BRANDS OVER GEOGRAPHIC BOUNDARIES & MARKET SEGMENTS

MANAGING BRANDS OVER GEOGRAPHIC BOUNDARIES & MARKET SEGMENTS. Chapter 14. Scope of Boundaries. Globalization : Going global Regionalization : Coordinated efforts based on region Localization : Catering to the local market. Scope of Boundaries. Regionalization

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Corporate global brand - PowerPoint PPT Presentation

MANAGING BRANDS OVER GEOGRAPHIC BOUNDARIES &amp; MARKET SEGMENTS

MANAGING BRANDS OVER GEOGRAPHIC BOUNDARIES & MARKET SEGMENTS