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‘One size fits all’ marketing by global companies fails in Africa – FT.com

16/03/2014GIBS Blog

When a television advertising campaign promoting Indian mobile phone company Bharti Airtel in Africa fell flat a few years ago, the marketers went back into the cutting room to work out why.

GIBS Information Centre / GIBSIC‘s insight:

GIBS DMI –

See on www.ft.com

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