Why Localizing Marketing Doesn’t Always Work
SEPTEMBER 1, 2016
Whether to localize global-brand marketing programs remains one of the most contentious debates in multinational organizations. On the one hand, local brand managers typically argue that consumer habits in their market are different, their consumers’ purchase behavior is different, preferences and tastes are different, the media and the retail trade are different, and, therefore, their customers require unique, tailored, and delicate handling. Measuring Marketing Insights.