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THE MYTH OF GLOBALIZATION
Journal of Consumer Marketing1986Vol. 3(2), pp. 23–26
Citations Over TimeTop 10% of 1986 papers
Abstract
Global marketing might be likened to prescriptions that apply to all situations. There is, however, a broad framework within which one can examine the issue of standardization, suggesting that it might be a perfect strategy for some products, some companies, and some situations, but totally inappropriate for others.
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