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MULTICULTURAL PERSPECTIVES FOR GLOBAL BRAND MANAGEMENT IN MULTINATIONAL CONSUMER BANKS IN THE UNITED STATES

MULTICULTURAL PERSPECTIVES FOR GLOBAL BRAND MANAGEMENT IN MULTINATIONAL CONSUMER BANKS IN THE UNITED STATES. Gehan D. Shanmuganathan, DBA Adjunct Professor of Business and Management, School of Management, Metropolitan College of New York, USA gshanmuganathan@mcny.edu. Introduction .

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