International Marketing Blog

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 …

Author: Nadine Clauder Guanxi is a system of networks and relationships in business and private life in China. Furthermore it´s a door-opener and confirms commitment. Guanxi is all about giving and taking. It is essential for being successful in the People´s Republic of China. Due to the lack of strong legal institutions, the ‘Chinese way of schmoozing’ is based on the traditional values of loyalty, accountability and obligation. These give the people an orientation while interacting with each other. It …

Authors: Nadine Clauder, Isabelle Gargiulo, Monika Sidler, Ulrike Meissner Online Media has become a popular term in most marketers’ vocabulary. But what makes it so special and different compared to classical communication? Online media allows the marketer to communicate multidimensionally which means there is a direct response from clients and as result interaction between producer and users. This is a great opportunity and a huge challenge at the same time. Photo by bp/plaintiffs, public domain Photo by Bernd Gross, cc …