A Proposed Managerial Framework for International Marketing Operations in the Fast Food Industry

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Emmanuel Selase Asamoah; Miloslava Chovancov√°;
(2011)

When choosing marketing strategies for international markets, one of the factors that should be considered is the cultural differences that exist among consumers in different countries. If the branding strategy has to be contextual and in tune with the culture, then the... View more
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