Build long-lasting value by crafting brands that transcend cultural boundaries through developing a deep understanding of diverse cultures and consumer preferences.
Build long-lasting value by crafting brands that transcend cultural boundaries through developing a deep understanding of diverse cultures and consumer preferences.
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.
Inhaltsangabe
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
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
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