Local and Global Management of Branding, Identity and Image

Viac o knihe

The paper explores the impact of globalization on marketing strategies employed by multinational companies, particularly in relation to socio-cultural differences among consumers. It discusses how modern communication technologies facilitate cross-border transactions, enabling companies to reach a wider audience. The analysis raises questions about the implications of this interconnectedness for marketing practices and the potential challenges posed by varying cultural contexts in the western consumer market.