Sometimes local brands use a global consumer culture positioning approach. Explain.

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Global Marketing management

ISBN: 978-0470505748

5th edition

Authors: Masaaki Kotabe, Kristiaan Helsen

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Question Posted: Apr 26, 2016 09:50 AM

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What is global consumer culture positioning (GCCP)? What other strategic positioning choices do global marketers have?
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Sometimes local brands use a global consumer culture positioning approach. Explain.

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Since GCCP strategy tries to project the brand as a symbol of a given global con...View the full answer

Global Marketing management

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