Insights – Experts – Content
Was sind die Herausforderungen des globalen Marketings? Und wie können wir ihnen begegnen? Dirk Heinzl, Commercial Director Germany/Austria/Switzerland von Procter & Gamble, gibt Antwort: [youtube http://www.youtube.com/watch?v=uJY3UorUrZs&w=530&h=298]
Source: Gerd Altmann, www.pixelio.de Author: Carla Sager How comes that the three letters “I B M” are today worth 70 Billion$ according to Interbrand’s ranking? To achieve an internationally reputed brand value is truly not easy and requires a sound global strategy, e.g. outlined nicely by MarketingWeek. A pre-requirement for going global must be based on a successful performance in the home market and a consistent brand culture. A pure global brand strategy focuses on creating a sole brand concept …
Author: Michael Domeisen What does “Switzerland“ mean to you? A tourist destination? A herd of Simmental cows? A strong business location or a tax heaven? Origin of quality products? A German airline? A hot spot of high prices and strong currency? The values underlying the nation brand “Switzerland” are manifold. And so are the challenges when it comes to manage a nation brand. Checking out www.switzerland.com gives you an impression about the number of stakeholders caring about the management of …
New markets offer new challenges. Nowadays, keeping up with the competition means an international profile is imperative. This bilingual German/English blog is dedicated to the topic of “International Marketing and Communication”. We will deal with topics such as: – Global Brand Management – Online Communication worldwide – International Pricing – International Campaigning and Advertising – Market Entry Barriers – Strategic Selling – Negotiation Strategies and International Communication. Experts will contribute articles referring to exciting events on the topics, introducing methods …