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global marketing management

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Key Learnings Report

(504) Global Marketing Management

One of the front-burner issues that scores of international advertisers face is to what degree they should push for pan-regional or even global advertising campaigns. The merits of standardization are cost savings, a coherent brand image, similarity of target groups and transplanting of creative ideas. However, there are drawbacks of standardization including but not limited to cultural barriers, countries being at different stages of market development, role of advertising regulations and variations in the media-environment. Most global marketers try to balance by adopting a compromise solution…