Global, international and multi-national Account Planning

Rita Clifton writing in How To Plan Advertising:

For the purposes of this paper, we should probably define global as being the approach that starts out with the intention of standardising as much as possible across as wide a geographical area as possible. And international approach would be less ambitious, but would still seek to take a common perspective across markets. A multi-national approach is one where the main thing in common is company ownership, with perhaps just a sharing of insights and information on a co-operative basis.