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Titlebook: Emerging Issues in Global Marketing; A Shifting Paradigm James Agarwal,Terry Wu Book 2018 Springer International Publishing AG, part of Spr

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978-3-030-08922-1Springer International Publishing AG, part of Springer Nature 2018
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Emilio I. Alarcon,Manuel Ahumadans, and technology for global marketers. Much of the mainstream research on global marketing has focused on the traditional marketing strategy combined with the traditional paradigms to analyze international markets. Global companies need to challenge traditional assumptions in global marketing in a
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Efstathios E. (Stathis) Michaelidesning. C-D maps of different countries offer a way to visualize differences in consumer perceptions of brands across markets. Our methodology helps set consistent positioning and performance goals for a global brand across geographical markets. It also helps global brand managers with brand standardi
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