Society, brands and the media

Date of publication: November 15, 2005

Company: MindShare

Author: Sheila Byfield

Abstract:

Global marketing is undoubtedly now an established discipline. More and more strategies are designed to capitalise on common consumer characteristics across the world. This presentation outlines some of the changes that are shaping societies in the developed world and offers a view on the implications for managing brands internationally. The main information source is MindShare's 3D study that was launched into the UK in 1999 and has since extended to 30 countries in the Americas, Asia and Europe.

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