gional groups free to develop advertising with local firms, b) maintain the present policy of combined responsibility, or c) develop a single global marketing strategy.
Before going on to evaluate each of the three options individually, it may be useful to step back and briefly consider the underlying strategic issue. The options offered represent a range from centralized direction to regional group near-independence. The virtues of centralized direction of Levi's advertising, apart from the purely internal and administrative aspects of control and accountability, are twofold: it allows unity of effort and focus, and it reinforces
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