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Published in:
2002 | OriginalPaper | Chapter
Think Global, Act Local
Author : Michael Morley
Published in: How to Manage Your Global Reputation
Publisher: Palgrave Macmillan UK
Included in: Professional Book Archive
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There is not likely to be a phrase you will hear in your career in public relations as often as “think global, act local.” It is used to encourage international marketers and communicators to adapt their products or messages to be accepted in a variety of local communities around a region or around the world. The idea is that a good product, service or communications strategy can achieve global success as long as it is customized to meet local tastes.