GW08012851
SERVING GLOBAL MARKETS
Featuring: Lonely Planet

It's easy to get caught up in the question of "what does global mean" when in actuality, the idea of global in the marketing world doesn't exist. Customers only know their immediate area, and how a business communicates with each customer needs to be different. If a company brands around what the entire globe has in common, then they're "blanding," a term meaning "not saying anything different than anyone else"¡ªthey're making themselves bland.
DVD
Grades 9-12, College, Adult
Approx. 7 minutes
2007
 
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