Everything’s global, nothing’s really global!
Why global brands with global values and global marketing development need local consumer understanding

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Author(s): Clara Salmeri, Federico Capeci
Collection: Qualitative 2010
Keywords: Culture, Purchasing Behaviour

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The presentation shares how research can help in the bottom-up marketing process, even in an environment of global brands. A mashing of techniques allows gathering consumer-centric insights. The old rule of "think global and act local" becomes fresher, and the local understanding can drive brand strategy. Using a real case, the presenters illustrate a new approach to local understanding starting from how consumers relate with global brands, interpret and act on brand values.




Date of publication: 18.11.2010
ISBN: 92-831-0248-7
Order Code: 56364_08
Number of pages: 15

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