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CMO Strategy: Need to Read, Nov. 6, 2007

A Primer on Going Global

Published on .

"Brand Managers' High-wire Act: Going Global and Staying Local" provides a fascinating look at the way that U.S. marketers are shilling their wares and promoting their brands around the world, careful to strike a balance between maintaining brand integrity and customizing offerings -- including costs, packaging and even the product itself -- per cultural and societal expectations and mores.
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