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Business
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| Number of pages / Number of words: |
5 / 1320 |
Essay's paper body
The challenge for an international brand is to inspire but at the same time remain personally relevant, attached to the target group’s personal cultures and origins. As consumer needs and tastes vary, Heineken must decide how much to adapt marketing strategy to local needs using a variance of standardized marketing mix & adapted marketing mix, owing to the strong brand preferences & loyalties that exist among the beer drinkers...
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As consumer needs and tastes vary, Heineken must decide how much to adapt marketing strategy to local needs using a variance of standardized marketing mix & adapted marketing mix, owing to the strong brand preferences & loyalties that exist among the beer drinkers. Also, Heineken need to prioritize between global integration vs...
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General points of the essay
Evaluate the importance of branding, and brand loyalty, to successful marketing.
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