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A careful examination
of the role of consumers in all parts of the world, however, shows very clearly
that it is they who are the true “masters of globalisation”.
* Dr. Manfred Lange has many years of experience of international management in consumer goods
industries, ending up as CEO of Bestfoods, Germany and Vice President of Bestfoods Europe, Brussels.
Currently he teaches “International Marketing” at the Universities of Munich and of St.Gallen. Until
2001 he was President of the Zentralverband der Deutschen Werbewirtschaft e.V. (ZAW) (Association
of German Advertising Industry) in Bonn and is Deputy Chairman of G-E-M, Gesellschaft zur
Erforschung des Markenwesens e...
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Common topics in this essay:
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