A Glimpse Into the Future of Advertising: Japan's DentsuMark Tungate
The fifth-largest advertising organization in the world is Tokyo's Dentsu. Its gross profit of more than $2 billion is largely generated in Japan. Although Dentsu politely declines to name its ...
Beyond the 4Ps: The 5Ts of Marketing OperationsAdrian Ott
What constitutes marketing operations?
Marketing operations adds an emerging dimension to the marketing mix. Enabled by new processes and technology, it goes beyond the 4Ps (Product, Price, Place, Promotion), and ...
BearingPoint's Paul Dunay: Marketer on a Mission to Demonstrate Differentiation, Positioning and BrandingSuzanne Lowe
How rare is it to see a senior marketer from any professional service firm—even one as prominent as BearingPoint—leading a series of cutting-edge conversations that do not appear to be ...
IBM Marketing Champion Uses Online Marketing to Boost Divisional Revenue and Share of the SMB MarketRoy Young
Sandra Zoratti, vice-president of worldwide marketing of the soon-to-be-formed InfoPrint Solutions Company, a Ricoh/IBM joint venture, added interactive marketing to the InfoPrint Solutions Company marketing mix to multiply the reach ...
Advertising and Brand Management at Citigroup: Q&A With Marketing Champion Steve ConeRoy Young
What makes for great advertising? What's the most critical element of a good campaign? And who are the MVPs on a marketing team?
This week, Roy Young interviews marketing champion ...
Product Marketing at Motorola: Q&A With Marketing Champion Wendy WhiteRoy Young
Wendy White recently came from Intel to serve as Motorola's director of global technology for marketing and communications. She heads up marketing for all R&D, software, and early-stage technology incubation, ...
Profile of a Marketing Champion: Unilever's Silvia LagnadoRoy Young
Silvia Lagnado, new group vice-president at London-based Unilever, embodies marketing championship—in particular, the ability to "span silos" by building bridges between marketing and her company's many other functions to generate ...
The Real Opportunity in Developing and Emerging MarketsGunjan Anurag, Kiran Murthi
Emerging economies are home to 84% of the global population and account for almost half the world's production. What's more, these regions are home to relatively inexperienced (and apparently, therefore, ...
Multicultural Marketing: Why One Size Doesn't Fit AllJim Stachura, Meg Murphy
Marketers are much more aware of the significant opportunity that varying demographic groups present. What's more, they realize that they can no longer afford to neglect the combined buying power ...
SWOT Team: Take Your Marketing GlobalHank Stroll
This week, add your own two cents to the following dilemma: How do you go about promoting a product on a global scale?
Also this week, read your answers to ...
The Next Generation of Global Branding?Nick Wreden
Coca-Cola is not an American brand, L'Oreal is not a French brand, and Samsung is not a Korean brand. Rather, they are global brands.
They are symbols of a global ...
Which Spelling Should We Use in a Global Neighbourhood?Gary Shaffer
In our world, which is the proper written English: that of the Queen or that of her most loutish of offspring, America?
Lost in Translation? Getting Your Message to an International AudienceMartin Heimann
f you want to sell your products and services to non-English-speaking markets, you will need to be able to communicate effectively in their languages.
SWOT Team: Back up Your Marketing Plan and Cover Your BackHank Stroll, Yvonne Bailey
his week: What do you do when your boss does not offer feedback? Also, read your answers to: Is brand localization necessary to be successful in foreign markets?
Lost in Translation: 8 Global Marketing Gaffes (Part 2)Laurel Delaney
Cracking an international market is a goal for most growing corporations, yet the misuse of simple words can sabotage even your best global marketing efforts.
Ten Secrets to Selling in ChinaLaurel Delaney
ina is poised to become an economic superpower, profoundly affecting the globally competitive capabilities of small and multinational corporations alike.
Get A Grip On Global SalesLaurel Delaney
Tough times call for bold decisions. You slash prices to get a grip on global sales, yes? Actually...no.
Strategizing Your Next Move in the Global GameKarin Schaff-Glazier
All types and sizes of companies are finding that a global approach to their business is imperative if they plan to keep their competitive edge and secure their future survival.
10 Ways To Develop A High Global Business IQLaurel Delaney
Going global requires a special way of understanding the world and operating in it. It's called "global intelligence."
5 Reasons Women Are Naturals At Going GlobalLaurel Delaney
omen are launching businesses at twice the rate of men and becoming a major force both in the traditional and the new global e-business marketplace.