Posted: July 27th, 2013
Marketing managerial marketing- discussions blog
Locate the article in the online library; The Bentley Brand by
Ian Wilson published in the Marketing Review; Autumn 2005, Vol. 5 Issue 2 p. 277-293.
Choose a product that has not expanded its market to an international market. Discuss the possibility of marketing the brand using a
standardized approach. Discuss the possibilities of marketing the brand in a
customized approach appealing to a particular market in a given country. What are the pros and cons of both strategies on the brand equity?