Abstract:

It has been widely reported that multinational companies are spending a significant proportion of their marketing budgets in growing economies. Unfortunately, they are not always winning the battle against their marketing-savvy local rivals. Using China as a primary example, this paper demonstrates market opportunities for brands in changing cultures. By delivering insights on the local cultures, the author paints a picture of a fast-changing world and what you need to understand if you want to succeed as an international marketer.