Author: Anja Janoschka

Author: Andrea Leiser What are the challenges within e-commerce in designing and implementing global marketing campaigns? Is it cultural differences in values, poor translations, trust issues or product availability? As a senior campaign manager for an online distributor, I face all these challenges, and more. Speaking of e-commerce – is this just managing an online webshop? No, that is just the tip of the iceberg – there is definitely more to it than that. The key success factor is a multi-channel …

Author: Tobias Straumann Whether it is airplanes, semiconductors or banking software, a complex product with many features and functionalities entails the need to be explained. Therefore, many vendors start selling by talking and dumping data instead of “understanding” the prospect’s challenges with purposeful listening. A Forrester paper commissioned by Dell found that many companies struggle to measure customer insights, to tie listening activities to corporate objectives, or prioritize other goals like reach or demand generation in digital channels. Nevertheless, it …

Author: Esther Grob © Caroline Minjolle / Zürich Tourismus In our Western world, we are used to booking our holiday or business trip accommodation online, either directly on the hotel’s homepage or through an online booking platform. But for overseas travellers, especially from the emerging market countries, it is different. Due to strict visa rules and other factors,they book mostly through a travel agency or a tour operator. For that reason it is very important for hotels to be included …

Author: Iwan Gisler Thanks to the web, buying and selling services and products from all over the world is very easy. On the one hand, a Swiss construction company can reach more potential customers for their products only a mouse click away. On the other hand, customers can easily compare their needs through the internet and decide on the best offer – unfortunately in many cases the cheaper one! That „Swiss made“ services and products are more expensive than maybe …

Author: Ulrike Meissner A lively discussion about Facebook, Twitter and Co. at the end of the study week of this year’s CAS International Marketing and Communication in Seattle highlighted the importance of a meaningful integration of Social Media into a company’s communication strategy. Whereas many European companies already use their homepage to convey news and information to their customers, the potential benefit of Social Media channels still remains untapped.  Of course entering into Social Media requires full commitment not only …

Author: Iwan Gisler Who doesn’t know all the celebrities from sports, movies, fashion or business who stand for any kind of products and services with their faces and images? Can you imagine, what a huge amount these ambassadors earn and do you ask yourself sometimes, if it really pays off for all the companies and their products? Have you also been influenced as well by such commercials? Is the amount of investment in one testimonial equal to the future return, …

Author: Iwan Gisler Seattle – not a first destination for a city trip or on a world trip, but something to discover, I thought. Now I’m quite happy to write a great experience not only about Space Needle, Seattle Super Sonics or Nirvana. But from the very beginning… Sunday, November 3rd All students arrived individually in Seattle on Sunday, November 3rd. We met the first time for dinner at Ivar’s seafood restaurant where we got more information about the forthcoming …

Author: Dominik Erne © Christian Zundel Cross cultural communication is extremely important in today’s fast-growing and globalized world. Not only in terms of face-to-face communication between different ethnical individuals but also in an increasingly essential demand in the ability to interact with our community in social media such as Facebook. The means to connect ourselves with different types of people around the globe, with different cultures and backgrounds, makes the success or failure of communication within the social media, increasingly …