ISBN 13 : 978-1398619715

Sommaire :
Introduction – welcome to the global village

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

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

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 cultures
Chapter - 09: How global is your website ? digital marketing across cultures
Chapter - 10: Adding complexity – building a global B2B brand

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

Conclusion – the journey continues

Langue : Anglais

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque