The global-local paradox in international advertising. Can marketing really be international? 124 In der Zeit

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The global-local paradox in international advertising. Can marketing really be international? 124 In der ZeitEssay from the year 2011 in the subject Business economics Offline Marketing and Online Marketing, grade: 74%, Queen Mary University of London (Business School), course: International Marketing Communications, language: English, abstract: The debate around standardization versus adaptation in international marketing consists since nearly half a decade now. Usunier and Lee (2009) believe that international marketing cannot be global and refer to it as