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13

July 2024

2023/2024

A+
This theoretical paper discusses critical issues bordering on global marketing and advertising. Thus literature review was conducted based on three thematic areas, namely, critical factors that affect pricing in any given market; factors which influence channel structures and strategies and thirdly the standardization versus localization debate and how that applies to global advertising. During the literature review we identified the following revelations with regards to the three thematic ...
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