NESTLE INTERNATIONAL MARKETING STRATEGY CUSTOMISATION

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Focusing on the challenges faced by leaders at Nestlé, the book explores the complexities of adapting international marketing strategies to various foreign markets. It critically analyzes insights from Quelch et al. (1986) and Porter et al. (1986), emphasizing the pressures to customize marketing elements driven by competitive conditions, customer needs, and decentralized decision-making. The discussion highlights the necessity for flexibility in brand elements and marketing mix to effectively penetrate and survive in diverse international markets.