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|Author(s): Clara Salmeri, Federico Capeci
Collection: Qualitative 2010
Keywords: Culture, Purchasing Behaviour
Members: EUR 0.00
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.