What information should be included in a written positioning statement for Mary Kay?


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What information should be included in a written positioning statement for Mary Kay?


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Mary Kay, Inc.: Building a Brand in India. Read the Mary Kay case study on pages 290–293 in the text. You may also choose to visit the publisher’s website to view the video, but this is optional.

1 – What is a positioning statement?

2 – What information should be included in a written positioning statement for Mary Kay?

3 – Is Mary Kay a global brand? Why or why not?