In the field of global marketing management, the matter of standardization has received significant attention over the past few decades, particularly in the area of international advertising and the ideal promotional management strategies. Academics and practitioners continue to debate whether it's best to use the same promotional programs worldwide or adapt to the preferences, tastes, and values of local cultures. For the multinational corporation (MNC), the benefits to standardize brand communications are clear: they allow for a consistent corporate brand image, economies of scale on creative development, production and management, and greater ownership of original creative ideas. Conversely, adaptation permits MNCs to customize advertisements using the lifestyle appeals of local cultures. This approach can lead to increased persuasiveness and likeability among stakeholders and thus generate higher sales.

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The common complaint against marketers is that they are not accountable for their expenditure and do not pay attention to this aspect. Hence, in this brief article I will endeavour to address the issue and offer advice to both marketers and non-marketers.

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In a beautiful garden in a beautiful area in the Eastern Asia, she was leaning on a tree. At the same time and on the other side there was a gentleman sitting alone on a wooden bench.

An exciting and attracting event occurred. One bird with a worm in his beak landed at a nest and fed another bird. The surprise was - the bird in the nest was sick and unable to fly due to its broken wing, which made it a warm and passionate moment.

That story clearly says: Despite the cultural differences we may communicate successfully.

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The Canadian Institute of Marketing received its Certificate of Continuance in July, 2014. To secure the documentation from Industry Canada, the Canadian Institute of Marketing adopted the model bylaw provided by Industry Canada and updated the Institute's bylaw. Included in the update is a new membership category - International Associate.

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Canadian Institute of Marketing "Bureaus" are knowledge exchange places where members can build their networks, hone skills and influence change. They are pages on the Institute's website where members can create virtual special interest spaces to enhance and protect their professional marketer credentials by getting involved in the affairs of the Canadian Institute of Marketing. Bureaus may include regional alignments, market sector interests, cultural sectors and so on, but all are accessible for any member no matter where located on the planet. Three bureaus have been established and being populated by members.

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