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Research Guides

MKT 3933: International Marketing

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Researching specific products can sometimes be tricky as SEC filings often contain consolidated sales figures not broken out by individual product. Trade publications can be valuable sources of news and financial data on these items.

For example, searching the terms "Diet Coke" and "Mexico" in Business Source Complete reveals that changing the name of Diet Coke to CocaCola Light boosted sales, and that the product name Coke Light is used in non-English speaking markets in South America and Europe. (Wentz, L., & Madden, N. (1998). Global village. Advertising Age International, 3.)

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