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- Produkterinnerung
Allow your brand to thrive globally with this clear and straightforward guide to achieving success in international markets. Helps readers adapt domestic strategy, avoid common pitfalls, and seize market opportunities.
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Allow your brand to thrive globally with this clear and straightforward guide to achieving success in international markets. Helps readers adapt domestic strategy, avoid common pitfalls, and seize market opportunities.
Produktdetails
- Produktdetails
- Verlag: Kogan Page Ltd
- Seitenzahl: 272
- Erscheinungstermin: 26. Januar 2021
- Englisch
- Abmessung: 231mm x 156mm x 25mm
- Gewicht: 426g
- ISBN-13: 9781789666298
- ISBN-10: 1789666295
- Artikelnr.: 60315860
- Verlag: Kogan Page Ltd
- Seitenzahl: 272
- Erscheinungstermin: 26. Januar 2021
- Englisch
- Abmessung: 231mm x 156mm x 25mm
- Gewicht: 426g
- ISBN-13: 9781789666298
- ISBN-10: 1789666295
- Artikelnr.: 60315860
Sean Duffy is founder and CEO of Duffy Agency, based in Boston MA, USA and Malmö, Sweden. He is Adjunct Professor in International Strategic Marketing at Lund University School of Economics & Management, Sweden and contributes to its Masters Programme in Entrepreneurship. He has served two terms as European Governor of TAAN Worldwide, and was previously creative director with MullenLowe Group / IPG, Sweden.
Section
ONE: Preparation; Chapter
01: Why brands fail abroad; Chapter
02: The business case for entering a foreign market; Chapter
03: Choosing the right market; Chapter
04: The difference between domestic and international brand building; Chapter
05: Defining an approach to international markets; Chapter
06: Preparing the brand for travel; Section
TWO:: The new market; Chapter
07: Understanding the mechanics of building brand equity abroad; Chapter
08: Setting realistic expectations; Chapter
09: Dealing with language; Chapter
10: Assembling the right team; Chapter
11: Segmenting the market and targeting; Chapter
12: Understanding local buyers in foreign markets; Chapter
13: Understanding local competitors from the buyer's POV; Chapter
14: Seeing your product from the local buyer's POV; Chapter
15: Seeing your product's price from the local buyer's POV; Chapter
16: Seeing your brand's value from the local buyer's POV; Chapter
17: Creating an international web presence; Chapter
18: Responding to the market; Section
THREE:: Get moving; Chapter
19: Engaging company leadership; Chapter
20: A different type of management; Chapter
21: The renewed importance of vision and mission; Chapter
22: Distinguish between marketing and sales; Chapter
23: Defining success; Chapter
24: Evaluating risk; Section
FOUR:: Conclusion
ONE: Preparation; Chapter
01: Why brands fail abroad; Chapter
02: The business case for entering a foreign market; Chapter
03: Choosing the right market; Chapter
04: The difference between domestic and international brand building; Chapter
05: Defining an approach to international markets; Chapter
06: Preparing the brand for travel; Section
TWO:: The new market; Chapter
07: Understanding the mechanics of building brand equity abroad; Chapter
08: Setting realistic expectations; Chapter
09: Dealing with language; Chapter
10: Assembling the right team; Chapter
11: Segmenting the market and targeting; Chapter
12: Understanding local buyers in foreign markets; Chapter
13: Understanding local competitors from the buyer's POV; Chapter
14: Seeing your product from the local buyer's POV; Chapter
15: Seeing your product's price from the local buyer's POV; Chapter
16: Seeing your brand's value from the local buyer's POV; Chapter
17: Creating an international web presence; Chapter
18: Responding to the market; Section
THREE:: Get moving; Chapter
19: Engaging company leadership; Chapter
20: A different type of management; Chapter
21: The renewed importance of vision and mission; Chapter
22: Distinguish between marketing and sales; Chapter
23: Defining success; Chapter
24: Evaluating risk; Section
FOUR:: Conclusion
Section
ONE: Preparation; Chapter
01: Why brands fail abroad; Chapter
02: The business case for entering a foreign market; Chapter
03: Choosing the right market; Chapter
04: The difference between domestic and international brand building; Chapter
05: Defining an approach to international markets; Chapter
06: Preparing the brand for travel; Section
TWO:: The new market; Chapter
07: Understanding the mechanics of building brand equity abroad; Chapter
08: Setting realistic expectations; Chapter
09: Dealing with language; Chapter
10: Assembling the right team; Chapter
11: Segmenting the market and targeting; Chapter
12: Understanding local buyers in foreign markets; Chapter
13: Understanding local competitors from the buyer's POV; Chapter
14: Seeing your product from the local buyer's POV; Chapter
15: Seeing your product's price from the local buyer's POV; Chapter
16: Seeing your brand's value from the local buyer's POV; Chapter
17: Creating an international web presence; Chapter
18: Responding to the market; Section
THREE:: Get moving; Chapter
19: Engaging company leadership; Chapter
20: A different type of management; Chapter
21: The renewed importance of vision and mission; Chapter
22: Distinguish between marketing and sales; Chapter
23: Defining success; Chapter
24: Evaluating risk; Section
FOUR:: Conclusion
ONE: Preparation; Chapter
01: Why brands fail abroad; Chapter
02: The business case for entering a foreign market; Chapter
03: Choosing the right market; Chapter
04: The difference between domestic and international brand building; Chapter
05: Defining an approach to international markets; Chapter
06: Preparing the brand for travel; Section
TWO:: The new market; Chapter
07: Understanding the mechanics of building brand equity abroad; Chapter
08: Setting realistic expectations; Chapter
09: Dealing with language; Chapter
10: Assembling the right team; Chapter
11: Segmenting the market and targeting; Chapter
12: Understanding local buyers in foreign markets; Chapter
13: Understanding local competitors from the buyer's POV; Chapter
14: Seeing your product from the local buyer's POV; Chapter
15: Seeing your product's price from the local buyer's POV; Chapter
16: Seeing your brand's value from the local buyer's POV; Chapter
17: Creating an international web presence; Chapter
18: Responding to the market; Section
THREE:: Get moving; Chapter
19: Engaging company leadership; Chapter
20: A different type of management; Chapter
21: The renewed importance of vision and mission; Chapter
22: Distinguish between marketing and sales; Chapter
23: Defining success; Chapter
24: Evaluating risk; Section
FOUR:: Conclusion