Brand Global, Adapt Local | How to Build Brand Value Across Cultures
Katherine Melchior Ray (u. a.)
Idioma: inglés
Editorial: Kogan Page, 2025
- Tapa dura
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Librería: preigu, Osnabrück, Alemaniapreigu
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Brand Global, Adapt Local | How to Build Brand Value Across Cultures | Katherine Melchior Ray (u. a.) | Buch | Einband - fest (Hardcover) | Englisch | 2025 | Kogan Page | EAN 9781398619821 | Verantwortliche Person für die EU: Libri GmbH, Europaallee 1, 36244 Bad Hersfeld, gpsr[at]libri[dot]de | Anbieter: preigu Print on Demand.
N° de ref. del artículo 133504207
- Título
- Brand Global, Adapt Local | How to Build Brand Value Across Cultures
- Autor
- Katherine Melchior Ray (u. a.)
- Editorial
- Kogan Page
- Año de publicación
- 2025
- Estado
- Neu
- Encuadernación
- Buch
- Idioma
- inglés
- ISBN 10
- 1398619825
- ISBN 13
- 9781398619821
- Peso del artículo
- 611 gramos
- Dimensiones
- 240 x 161 x 21 mm
- Catálogos de vendedores
- Bücher
Building global brands provides companies with access to new markets, new opportunities and new ideas that can stimulate innovation and diversify revenue streams. However, with new opportunities comes additional challenges that marketers need to navigate in order to build an international brand.
If a brand wants to thrive in an international market, it needs to understand the different consumers and the nuances of the cultures in which they live. The best brands in the world do this by remaining relentlessly curious about their customers and their markets, immersing themselves in the culture and embracing new and different ways of seeing, understanding and being. Learn how to develop this global mindset and how to build this into your marketing strategy from some of the world’s leading global brands such as Nike, LVMH, Nestlé, Shiseido, Natura and Marriott. This book explores the challenges these brands faced across international markets and how they balance remaining true to their brand values with creating local resonance.
Covering everything from how applying cultural understanding to interpreting data delivers exceptional consumer insight to how you can localize campaigns without losing the core brand identity, this book delivers all you need to know about scaling a brand globally packed full of powerful insight from leading marketers.
“Sinopsis” puede pertenecer a otra edición de este título.
Acerca del autor
<p><b>Nataly Kelly </b>is Chief Marketing Officer at Zappi, based in Boston, MA. Previously she served at HubSpot as Vice President of Marketing, Vice President of International Operations and Strategy, and Vice President of Localization. Kelly also served as Chief Growth Officer and Vice President of Marketing for two other software start-ups in the MarTech space, and previously held the role of Chief Research Officer for CSA Research, where she oversaw the company's subscription-based market research practice. <br><br>She is a seasoned business leader, international business expert, and longtime <i>Harvard Business Review </i>contributor on topics of global business and international marketing. Her expertise has been featured in <i>The Wall Street Journal, Forbes, National Public Radio</i>, and many other major media outlets.Kelly has served as an Adjunct Professor in the M.A. program in localization management at the Middlebury Institute of International Studies in Monterey, California. She was named a Remote Work Influencer in January 2022 by Remote, a Top 25 Content Marketers in Enterprise Software and Women Worth Watching in 2015, and Marketing Executive of the Year by Best in Biz, a 40 under 40 by Direct Marketing News, and a Stevies Women in Business in 2014.</p>
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