The Global Code
How a New Culture of Universal Values Is Reshaping Business and Marketing
Summary:
The book examines the emergence of a set of global cultural norms and values that transcend local customs and influence consumer behavior worldwide. It provides insights into how businesses and marketers can adapt to this cultural convergence to effectively reach a global audience.
Key points:
1. Global Code: Clotaire Rapaille's concept of a Global Code refers to universal values that influence consumer behavior worldwide. Businesses must understand this to effectively market globally.
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