Global Marketing Guide
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Global marketing is conducted in a multicultural and multiethnic space that transcends national borders and cultural confines. Standardizing marketing communication throughout the world offers managers centralized control and economies of scale by employing a ‘one size fits all’ strategy. However, ignoring cultural and ethnic differences can be fatal. The field of marketing contains a substantial number of product and advertising failures that stem from poor language translations, poor planning and the lack of thinking from the market’s cultural perspective.
