In terms of globally integrated marketing communications, adaptation is:

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Adaptation in globally integrated marketing communications refers to adjusting a marketing message to suit local cultural, linguistic, and other environmental conditions. This is important because what works in one market may not be successful in another due to differences in language, culture, values, and consumer behavior. Therefore, adaptation is necessary to ensure that the message resonates with the target audience, increases the likelihood of message acceptance, and ultimately drives sales.

In Terms of Globally Integrated Marketing Communications, Adaptation Is