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Adaptation: The Key to Multicultural Marketing

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Yuri Radzievsky, President/CEO,; Anna Radzievsky, Executive Vice President/COO,; Elisabeth Mantello, Co-founder/Senior Vice President,


To establish an effective global presence, corporations need "brand platforms" that are meaningful across a spectrum of cultures. Yuri and Anna Radzievsky, along with their colleague Elisabeth Mantello, explain why this is much more than fine-tuning. Some




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