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How Brands Can Market to a Diverse Global Audience

What motivates consumers to make their buying choices can differ sharply even among nations that are close neighbors or that share cultural roots. ....

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In a highly diverse world, we can still find profound commonalities in consumer needs — but in surprising places

Getty ImagesBy Aparna Bharadwaj and Patrick WitschiGlobal companies that try to find commonalities and drive synergies in marketing strategies aro. ....

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Why Geography Isn't Everything in Marketing

New research from BCG finds the world's consumers are more diverse than expected. Here's what this means for brands pursuing global markets. ....

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Why marketers need to tailor campaigns to local consumers

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By Aparna Bharadwaj, managing director and partner, BCG, and Lauren Taylor, managing director and partner
Consumer marketing has made enormous strides as an art and a science in recent decades. Companies have developed increasingly sophisticated techniques to pinpoint market segments across the globe and delve ever deeper into the consumer s psyche. Many companies use this data to develop global campaigns for selling their goods and services to certain demographic groups, such as Gen Z or the affluent. ....

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New BCG Research Finds Consumer Attitudes Differ Considerably Between East and West

New BCG Research Finds Consumer Attitudes Differ Considerably Between East and West
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