BUSINESS - MARKETING STRATEGY - Western multinationals have been rushing to exploit the huge potential of previously untapped markets in the developing world, but there is a growing consensus that traditional marketing approaches simply don't work in these new territories. We analyse case studies of companies that found this out the hard way and were forced to modify their strategies accordingly
Year of publication:
2002
Published in:
Management accounting. - London : Inst., ISSN 0025-1682, ZDB-ID 4141702. - 2002, p. 28-29