Global Marketing Strategy Essentials 4: Understanding Your Customers
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Effective global marketing requires you to understand global customers in terms of what their experience with the product or service will be, and position yourself to develop a good experience for customers. You need to examine value and what that means for customers around the globe. Using video presentations and reflective research activities, Dr. Lauranne Buchanan of the Thunderbird School of Global Management will help you explore strategies for truly understanding your customers.