For international Web marketers, one major dilemma is to what degree they should localize their Web sites.

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For international Web marketers, one major dilemma is to what degree they should localize their Web sites. What forces favor centralization? Which factors might tilt the balance toward localization?
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Global Marketing management

ISBN: 978-0470505748

5th edition

Authors: Masaaki Kotabe, Kristiaan Helsen

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