Global Marketing:
Created on October 08, 2012
SERVILE BRANDS (Trendwatching)
In our What is Marketing? tutorial we observe how critical it is for marketers to build satisfying relationships with customers. In particular, we state: “A key objective ...
Created on June 15, 2012
Chasing China's Shoppers (Wall Street Journal)
By now, most leading companies realize they can no longer ignore the Chinese market. While it is currently a significant market in terms of the number of ...
Created on June 01, 2012
7-Eleven Finds a Niche by Adapting to Indonesian Ways (New York Times)
One of the underlying tenets of marketing states that marketers must fully understand that success will only be realized if an organization ...
Created on May 24, 2012
For Oreo, Cadbury and Ritz, a New Parent Company (New York Times)
Following a long needed break to catch up on a number of projects, we are back to posting about marketing issues that are making news. ...
Created on March 07, 2011
Your Brand on TV, for a Fee, in Britain (New York Times)
In a previous post and in our tutorial section, we have noted the effectiveness of using product placement promotion. Such promotion, found primarily ...
Created on January 17, 2011
Nation Branding: Shaking Off the Korea Discount (Knowledge @ Wharton)
Establishing a recognizable brand is an essential goal for nearly all marketers. No matter the type of product sold (good or service) ...
Created on November 10, 2010
Brands Without Borders (Brand Packaging)
When it comes to product decisions, many consumer products marketers do not devote enough attention to elements of the package that will contain the main product. ...
Created on September 07, 2010
Fast-Food Chains in Asia Cater Menus to Customers (USA Today)
Marketing on a global scale is almost never easy. The efforts and costs required in establishing a marketing base in foreign countries can ...
Created on July 26, 2010
How LEGO Revived Its Brand (BusinessWeek)
One of the trickiest decisions facing marketers is deciding when to move beyond what has made them successful and tackle something new. This is because at some ...
Created on March 25, 2010
U.S. Food Giants Tailor Products, Marketing to International Palates (Los Angeles Times)
When it comes to marketing globally, all companies should clearly understand this truism: just because a marketing ...
Created on January 28, 2010
Functionall (Trendwatching)
The people running the Trendwatching website do a real nice job finding different ways to look at things. As their name implies, they focus mostly on finding trends that ...
Created on October 15, 2009
Wal-Mart's Painful Lessons (BusinessWeek)
Everyone in America knows Wal-Mart is a behemoth and is feared by competitors and suppliers alike. But outside the U.S. the fear level is not quite as high. ...