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Understanding other cultures is vital to success in the global marketplace. Refer to Table 21-3 which lists some blunders in International Marketing. One of my favorite blunders happened several years ago with the Chevrolet Nova, a popular car in the 1970's. Chevrolet decided to market the car in a Spanish speaking country, but left the name the same. Their error was not knowing that Nova means "no go" in Spanish.
Meaning of the promotion mix: Promotion mix refers to the combination of the various promotional elements viz, advertising, personal selling, publicity and sales promotional te
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Understanding other cultures is vital to success in the global marketplace. Refer to Table 21-3 which lists some blunders in International Marketing. One of my favorite blunders ha
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