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Research papers

Managing global brands to meet consumer expectations

Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and how to do this. Are global brands merely those...

Catalogue: ESOMAR Global Cross-Industry Forum 2003
Authors: Greet Sterenberg, Earl Taylor, Malcolm Baker
December 3, 2003
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Citation

Sterenberg, Taylor and Baker (2003a, December 03). Managing global brands to meet consumer expectations. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/managing-global-brands-to-meet-consumer-expectations-6259


Research papers

Managing global brands to meet consumer expectations

Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and how to do this. Are global brands merely those...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Earl Taylor, Malcolm Baker, Greet Sterenberg
September 14, 2003
×

Citation

Taylor, Baker and Sterenberg (2003a, September 14). Managing global brands to meet consumer expectations. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/managing-global-brands-to-meet-consumer-expectations