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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 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
About the author
Katherine Melchior Ray lectures on international marketing and leadership at UC Berkeley, Haas School of Business. She has over twenty-five-years experience building the world's best consumer brands at companies including Nike, Nordstrom, Louis Vuitton, Gucci, Hyatt, Shiseido and Babbel across the world including in the USA, Japan and Europe. She has guest lectured at Stanford, Wharton, Brown and Portland State University.
Nataly Kelly 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.
