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.
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.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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.
Inhaltsangabe
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
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
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