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