08/10/2020, 00(35 Beware the Pitfalls of Global Marketing
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MARKETING
Beware the Pitfalls of Global
Marketing
by Kamran Kashani
From the September–October 1989 Issue
I
t’s fashionable today to enthuse over globalized markets and cite glowing
examples of standardized marketing winners around the world. True, some
markets are globalizing, and more companies are taking advantage of them
with signal succe...
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