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date: 20 October 2019


A Dictionary of Marketing

Charles Doyle

1 The process by which globally launched *campaigns, *products, and *services can be customized and made relevant to the local market. In some cases this could be as simple as translation into the local language; otherwise it could mean a complete redesign of the global product or service to meet the needs and customs of the local market. An example is CNN, a global broadcasting network that has developed local language news reporting. This latter type of marketing often acts as a counterpoint to the globalizing trends in marketing that have been dominant in the past 20 years. Most global companies are now more highly sensitized to localization than they used to be. ... ...

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