Brand Managers’ High-wire Act: Going Global and Staying Local

For marketers the Internet changes everything -- and nothing at all. For example it enables companies to instantly reach consumers in different countries and economically tailor messages to them based on demographics buying habits and other information. Yet it doesn’t free these companies from the constant challenge of building distinct durable brands. At the 2007 Wharton Marketing Conference participants on a panel titled ”The Challenge of Going Global and Staying Local ” debated the potential pitfalls of global marketing. A second panel discussed new media strategies and asked whether traditional off-line media are no longer effective.

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