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Allow your brand to thrive globally with this clear and straightforward guide to achieving success in international markets. Helps readers adapt domestic strategy, avoid common pitfalls, and seize market opportunities.
Sommario
Section - ONE: Preparation; Chapter - 01: Why brands fail abroad; Chapter - 02: The business case for entering a foreign market; Chapter - 03: Choosing the right market; Chapter - 04: The difference between domestic and international brand building; Chapter - 05: Defining an approach to international markets; Chapter - 06: Preparing the brand for travel; Section - TWO:: The new market; Chapter - 07: Understanding the mechanics of building brand equity abroad; Chapter - 08: Setting realistic expectations; Chapter - 09: Dealing with language; Chapter - 10: Assembling the right team; Chapter - 11: Segmenting the market and targeting; Chapter - 12: Understanding local buyers in foreign markets; Chapter - 13: Understanding local competitors from the buyer's POV; Chapter - 14: Seeing your product from the local buyer's POV; Chapter - 15: Seeing your product's price from the local buyer's POV; Chapter - 16: Seeing your brand's value from the local buyer's POV; Chapter - 17: Creating an international web presence; Chapter - 18: Responding to the market; Section - THREE:: Get moving; Chapter - 19: Engaging company leadership; Chapter - 20: A different type of management; Chapter - 21: The renewed importance of vision and mission; Chapter - 22: Distinguish between marketing and sales; Chapter - 23: Defining success; Chapter - 24: Evaluating risk; Section - FOUR:: Conclusion
Info autore
Sean Duffy
Riassunto
Allow your brand to thrive globally with this clear and straightforward guide to achieving success in international markets. Helps readers adapt domestic strategy, avoid common pitfalls, and seize market opportunities.
