Build long-lasting value by crafting brands that transcend cultural boundaries through developing a deep understanding of diverse cultures and consumer preferences.
Build long-lasting value by crafting brands that transcend cultural boundaries through developing a deep understanding of diverse cultures and consumer preferences.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Katherine Melchior Ray lectures on international marketing and leadership at UC Berkeley Hass School of Business, CA. She has over twenty-five-years experience building the world's best consumer brands at companies including Nike, Nordstrom, Louis Vuitton, Gucci, Hyatt, Shiseido and Babbel across the world including in the USA, Japan and Europe. She has guest lectured at Stanford, Wharton, Brown and Portland State University. Nataly Kelly is Chief Marketing Officer at Zappi, based in Boston, MA. Previously she served at HubSpot as Vice President of Marketing, Vice President of International Operations and Strategy, and Vice President of Localization.
Inhaltsangabe
Chapter 01: What Are Marketing and Branding, and What Do They Have to Do with Culture? Section ONE: Culture, Communication, and Consumers Chapter 02: Whom Do You Trust? Navigating Cultural Landscapes Chapter 03: Back to Basics: Cross Cultural Communication is Anything But! Chapter 04: The Twenty Seconds Rule: Understanding the Local Consumer Section TWO: Create Value Across Cultures Chapter 05: Found in Translation: Brand Flexing Across Culture Chapter 06: Creating Cultural Relevance: ICON AMOR ROMA Chapter 07: Have Website, Am I Global?: Digital Marketing Across Cultures Chapter 08: Give the Customer a Melon: Customer Relationships Across Cultures Section THREE: Connect the Global Dots Chapter 09: Small Talk is Huge: Building Organizational Teams Across Cultures Chapter 10: Adding Complexity: Building a Global B2B Brand Chapter 11: Mindset: Building a Global Career Chapter 12: Conclusion: Go Global or Go Home
Chapter 01: What Are Marketing and Branding, and What Do They Have to Do with Culture? Section ONE: Culture, Communication, and Consumers Chapter 02: Whom Do You Trust? Navigating Cultural Landscapes Chapter 03: Back to Basics: Cross Cultural Communication is Anything But! Chapter 04: The Twenty Seconds Rule: Understanding the Local Consumer Section TWO: Create Value Across Cultures Chapter 05: Found in Translation: Brand Flexing Across Culture Chapter 06: Creating Cultural Relevance: ICON AMOR ROMA Chapter 07: Have Website, Am I Global?: Digital Marketing Across Cultures Chapter 08: Give the Customer a Melon: Customer Relationships Across Cultures Section THREE: Connect the Global Dots Chapter 09: Small Talk is Huge: Building Organizational Teams Across Cultures Chapter 10: Adding Complexity: Building a Global B2B Brand Chapter 11: Mindset: Building a Global Career Chapter 12: Conclusion: Go Global or Go Home
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