Category: General

International communication? Yes, please. But no global steps without local touch!

Author: Ana Ingold The new IPhone 5 is designed in California, made in China and held together by Swiss screws. 90’000 flights are starting from around 9’000 airports each day and over 900 million people are using social media channels. The entire world seems to be unified and working together however, remember, cultural barriers are still in place. Culture, values, needs, emotions, body language and the language patterns themselves – all these can tell you more about the way you …

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B2B in international Marketing

What are the greatest challenges in content marketing in the B2B sector? Based on a worldwide survey conducted in its second year with 1,092 marketers in August 2011 by the Content Marketing Institute, the following key challenges were stated: producing the kind of content that engages prospects and customers (41% of respondents). producing enough content (20%) budget to produce content (18%) other (21%) The  instruments mainly used in content marketing for 2012 are: articles (79%) social media (74%) blogs (65%) …

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That calls for a Carlsberg: how youtube boosts the launch of an international campaign

Author: Michael Domeisen The Carlsberg Group is one of the leading brewery groups in the world with a large portfolio of beer and other beverage brands. The flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the six biggest brands in Europe. Over the last decade, the Carlsberg Group has become the fourth largest brewer in the world. On 22 September 2011, Carlsberg launched its …

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“Glocal” – To be or not to be?

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 …

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International Marketing – we keep at it

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 …

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