Brand Global, Adapt Local | Taschenbuch

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Beschreibung

Build long-lasting value by crafting brands that transcend cultural boundaries through developing a deep understanding of diverse cultures and consumer preferences.

Über den Autor

Katherine Melchior Ray lectures on international marketing and leadership at UC Berkeley, Haas School of Business. With twenty-five-years spent building the world's best consumer branding across continents, she brings expertise from her time as a senior executive at Nike, Nordstrom, Louis Vuitton, Gucci, Hyatt, Shiseido and Babbel. She has guest lectured at Stanford, Wharton, Brown and Portland State University.

She has been interviewed and featured on CBS 60 Minutes, CNN, The New York Times, The Wall Street Journal, and numerous media internationally. She also has been profiled in The Wall Street Journal in an article entitled, "Hyatt Executive Has a Spare Evening Gown in Her Bag," and was voted one of the "Most Compelling Women in the Travel Industry" by Premier Traveler magazine. She can be heard on various podcasts and blogs related to global marketing and leadership, culture and diversity, women's empowerment, and the future of work.

Inhaltsverzeichnis

Chapter - 00: Introduction: Welcome to the Global Village Section - ONE: The Foundation of Marketing and Branding Chapter - 01: What is Marketing- and Why Does it Matter? Chapter - 02: The What, Why and How of Brand Section - TWO: Culture, Consumers and Communication Chapter - 03: Lower the Waterline: Navigating Cultural Landscapes Chapter - 04: Back to Basics: Cross-Cultural Communication is Anything But! Chapter - 05: The Twenty-Seconds Rule: Understanding the Local Consumer Section - THREE: Creating Value Across Cultures Chapter - 06: Born in Borneo: Innovating Products for Cultural Value Chapter - 07: Give the Customer a Melon: Service Brings Culture to Life Chapter - 08: Found in Translation: Brand Flexing Across Culture Chapter - 09: How Global is Your Website? Digital Marketing Across Cultures Chapter - 10: Adding Complexity: Building a Global B2B Brand Section - FOUR: Connecting the Global Dots Chapter - 11: The Two Most Important Words in French: Building Teams Across Cultures Chapter - 12: Expanding Horizons: Building a Global Career Chapter - 13: Conclusion: The Journey Continues

Erscheinungsjahr:	2025
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Einband - flex.(Paperback)
ISBN-13:	9781398619715
ISBN-10:	139861971X
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Ray, Katherine Melchior Kelly, Nataly
Hersteller:	Kogan Page Kogan Page Ltd
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	234 x 156 x 19 mm
Von/Mit:	Katherine Melchior Ray (u. a.)
Erscheinungsdatum:	03.06.2025
Gewicht:	0,67 kg

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