Category: International Communication

International Communication

Author: Natanja Rebsamen Due to the globalization, International Communication is gaining a very high importance related to social interactions between different cultures. Entering new markets or commencing successful negotiations can be eased by cultural awareness. The most common approaches were developed by E.T. Hall and G. Hofstede: Besides the dimensions “space” and “time”, E.T. Hall (The Hidden Dimension, 1990) outlines the importance of the third factor called “context”. He differentiates between “high context cultures” which use a more indirect and …

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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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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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