Chapter 13

International promotions

When we speak of international promotions, we usually think of major, ­worldwide activity promoting a branded product in many countries, at the same time, under the same theme. A great deal more international promotion consists of activity that is designed in one country and then also implemented in another. It is multi-local rather than global. On a trip round the Far East, promotions were found to be quite common, including using earlier case studies! People understand the basics, and BOGOF has clearly entered several languages. A truly international promotion should appear in a number of countries, though not necessarily at the same time or in exactly the same form. This is the direction in which promotional ...

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