Kategoria BISAC: Business & Economics >> International - Marketing

U.S. firms doing business in Germany are succeeding far better than usually reported. Indeed, 14 of the top 1,700 American companies with direct investment in Germany placed among the top 100 German industrial firms in sales in 1994, a fact that made big news in Germany but was never mentioned in the U.S. press. Here now, in one succinct, readable volume, is all of the vital information that American companies, and companies elsewhere, will need to enter and succeed in this lucrative German market. Certainly there are drawbacks, but attorneys James A. Hart and Dieter Schultze-Zeu make...

In the fast-paced world of global business, success is marked by the ability to stay on top of currents events, to recognize new trends, and　to react quickly to　change. This book offers contributions by global marketing authorities to help you understand this rapidly changing international environment and respond to opportunities and perils.　

Editors Michael R. Czinkota and Ilkka A. Ronkainen use their years of experience in policy, business, and academia to provide these readings noted for their currency, relevancy, and scholarly depth.

Global Advertising, Attitudes and Audiences is a post-Mcdonaldization view of marketing power, consumer pleasure, and audience protest. The psychological process wherein consumers actively make sense of advertising and branding and integrate them with living is fundamentally important in thinking about their responses to product sold on screen. This wide-ranging book draws on forty years of media and marketing theory to present a precise perception of that process, a seven stage model of 'moments' in media marketing reception.

Local understandings of global branding and...

In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also notoriously difficult. Developing a unique brand personality is increasingly recognized as a key method to achieving the goal of customer loyalty.

Focusing on the creation, development and management of brands in the world's most dynamic, diverse and challenging business environment, Building Brands in Asia challenges the assumption that the continuing success of global brands in Asia is a given. The first part examines the...

In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also notoriously difficult. Developing a unique brand personality is increasingly recognized as a key method to achieving the goal of customer loyalty.

Focusing on the creation, development and management of brands in the world's most dynamic, diverse and challenging business environment, Building Brands in Asia challenges the assumption that the continuing success of global brands in Asia is a given. The first part examines the...

Go global with confidence

Your translation agency is your voice to the world. Select the right agency, and the world will hear you loud and clear. But how do you select the right agency?

This book will help. You'll learn what questions to ask. You'll learn how to read between the lines of a price quote. And you'll have a short list of translation agencies from which to begin your selection process. This guide will take the mystery -- and the pain -- out of selecting and managing a translation agency.

Translating the translation industry

Selecting a translation agency should be...