It's Not the Size of the Data -- It's How You Use It

CHAPTER 10

Emerging Markets Frontier: Metrics Across Countries

Marketing principles are universally applicable, and the marketer's task is the same, whether applied in Dimebox, Texas or Katmandu, Nepal.

—CATEORA AND HESS, 1966

Consumers in emerging markets are more likely to talk about any kind of online advert than their counterparts in mature markets.

—MINDSHARE, 2011

WHICH QUOTE DO YOU BELIEVE? Marketing has seen a long debate about whether marketing programs should be globally integrated or locally customized. On the global integration side of the boxing ring, Theodore Levitt¹ assumes that differences across cultures and languages are small enough as to justify a standard marketing mix across countries. On the side of local customization, ...