Director Of Global Marketing

  director of global marketing: Global Marketing Management System (Second Edition) Basil J Janavaras, Suresh George, 2017-04-25 This is the second edition of the Global Marketing Management System (GMMS). The GMMS approach (GMMS book + GMMSO4 software) provides a rigorous theoretical base and a comprehensive, systematic and integrative planning process designed to guide students and managers alike through the decision-making process of a company seeking global market opportunities.The book aims to provide a structure, platform, tools and a systematic step-by-step process designed to support the creation of a strategic and applied oriented methodology to global business planning and strategy formulation. It introduces the GMMS process as a demonstration of a successful application of using web-based tools in teaching international business. The book also facilitates the ability of students to enhance their understanding of decision making in international management and bridge the gap between theory and practice.
  director of global marketing: Global Marketing Kate Gillespie, K. Scott Swan, 2021-09-30 Strategic, comprehensive, and concise, the fifth edition of this popular textbook introduces students to the important concepts of global marketing today, and their managerial implications. Increasingly, marketing activities must be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Global Marketing takes a strategic approach, recognizing the need to address both the forces of globalization and those of localization. Key updates include: Extensive real-life examples and cases from developed and emerging markets, including Africa, Latin America, and the Middle East; New topics such as digital distribution options, the participation of customers, and the rise of social media, including Twitter, Facebook, and TikTok; Updated exploration of often overlooked topics, such as China’s state-owned enterprises, the importance of diasporas as target markets, the threat of transnational criminal organizations to legitimate marketers, and new tensions among trading partners; A stronger recognition of the need for a growth mindset, value orientation, and innovation. Written in a student-friendly style, this fully updated new edition continues to be the textbook of choice for students of global marketing.
  director of global marketing: Global Marketing Carlyle Farrell, 2015-09-10 This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging markets are given balanced coverage alongside developed markets and the text also includes a dedicated chapter on emerging markets multinationals. Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment. Key features include: A full-colour text design with photos to help bring the content to life and enhance students′ learning ′Spotlight on Research’ and ‘Expand Your Knowledge’, introducing students to some of the seminal scholarly research undertaken in the field ′Real World Challenges’ offering additional engaging practice-led examples to Case Studies in chapters and providing a scenario for students to analyse and reflect upon via questions A companion website (https://study.sagepub.com/farrell) offering a range of instructor and student support materials including PowerPoint slides, a testbank for instructors and quizzes for students
  director of global marketing: Toyota’s Global Marketing Strategy Shozo Hibino, Koichiro Noguchi, Gerhard Plenert, 2017-08-16 There are many books on the market that discuss the Toyota Production System but few that insightfully analyze its marketing strategy. Authored by former Toyota marketing executives, this is the first book of its kind to detail how Toyota’s thinking habits go beyond the shop floor and influence and guide Toyota’s marketing function. Toyota has expanded from a venture enterprise to one of the biggest global enterprises because of its innovative mindset (Toyota thinking habits) using Breakthrough Thinking, which supports a new philosophical approach to problem solving, turning 180 degrees away from conventional thinking. Written by Toyota’s former executive managing director and founder of Breakthrough Thinking, Toyota’s Global Marketing Strategy: Innovation through Breakthrough Thinking and Kaizen: Explores Toyota’s Breakthrough Thinking Examines how Toyota conducts information gathering. Illustrates how Toyota builds and maintains its unique business culture Shows how Toyota goes to the customer and comprehensively studies how customers use their products Reveals Toyota’s cars have become some of the biggest selling models in the USA The authors of this book explore Toyota thinking habits as well as Toyota’s global marketing strategy, which, since the 1980sa, has been expanding exponentially. The reader will understand the importance of thinking habits in the workplace and will know how to apply them using Toyota as the prime case study.
  director of global marketing: Global Marketing Management John A. Quelch, Christopher A. Bartlett, 2006 A collection of Harvard Business School cases by the editors accompanied by additional authors, emphasizing the marketing strategies of domestic marketers to international markets.
  director of global marketing: Global Marketing Ilan Alon, Eugene Jaffe, Christiane Prange, Donata Vianelli, 2020-08-19 Global Marketing, 3rd edition, provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically and apply tools and techniques creatively in order to respond decisively within a fiercely competitive environment. Alon et al. provide students with everything they need to rise to the challenge: Coverage of small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred; A shift toward greater consideration of services marketing as more companies move away from manufacturing; A shift from developed markets to emerging markets with more dynamic environments; A focus on emerging markets to equip students with the skills necessary to take advantage of the opportunities that these rapidly growing regions present; Chapters on social media, innovation, and technology teaching students how to incorporate these new tools into their marketing strategy; New material on sustainability, ethics, and corporate social responsibility—key values for any modern business; Short and long cases and examples throughout the text show students how these principles and techniques are applied in the real world. Covering key topics not found in competing books, Global Marketing will equip today’s students with the knowledge and confidence they need to become leading marketing managers. A companion website features an instructor’s manual with test questions, as well as additional exercises and examples for in-class use.
  director of global marketing: Emerging Issues in Global Marketing James Agarwal, Terry Wu, 2018-03-28 This book examines emerging theories, frameworks, and applications of global marketing for the 21st century. It highlights how global marketing is changing in a globalized and digital economy that is fast increasing in complexity and uncertainty. The traditional approach to global marketing is no longer sufficient to address the emerging issues in global markets. Global companies need to challenge traditional assumptions in global marketing in an era of shifting political, cultural, economic, and technological changes. They need to take a fresh look at the contemporary threats and opportunities in markets, institutions, and technology and how they affect entry and expansion strategies through careful re-calibration of the marketing-mix. This book offers new insights for global marketing that addresses these issues. This book should be an ideal resource to both academic scholars and reflective practitioners globally such as CEOs and chief marketing officers as well as government officials and policy makers interested in formulating strategies/policies for global marketing activities in the face of a globalized and digitized economy. This well-crafted research volume is an excellent addition to the growing literature on new trends in international marketing. The authors present the latest insight on the impact of phenomena such as cross-border e-commerce and digital markets, and they discuss new tools for political risk assessment, international branding and more broadly the reconfiguring of marketing-mix strategies – A powerful reminder that the new global market remains a rugged landscape. - Alain Verbeke, McCaig Research Chair in Management and Editor-in-Chief Journal of International Business Studies, University of Calgary, Canada. Emerging trends in institutions, markets, and societies, along with new technological advances, are redefining the scope and strategy in global marketing. Professors Agarwal and Wu have assembled a remarkable collection of cutting-edge topics and issues that capture the shifting paradigm and contemporary developments in the global marketing field. This is an informative and timely resource that makes a valuable contribution, useful for both scholars and business practitioners of global marketing. - Constantine S. Katsikeas, Arnold Ziff Endowed Research Chair in Marketing & International Management, Editor-in-Chief Journal of International Marketing, University of Leeds, UK. This book presents new and cutting-edge thinking at a time when the traditional views of international marketing need to be scrapped. Convergence forces are creating new opportunities as well as threats on a daily basis, and marketing practitioners as well as scholars must be forewarned as well as forearmed on how to deal with these changes. The real growth is coming from the emerging nations, and the theories that provided sufficient insights ten years ago have been completely outmoded by the ever-accelerating rate of innovation and technological change as well as the pressures to address the needs of all of the firm’s relevant stakeholders. The strategic insights provided here are absolutely invaluable. Don’t miss an opportunity to read this book!! - John B. Ford, Professor of Marketing & International Business, Eminent Scholar & Haislip-Rohrer Fellow, Editor-in-Chief, Journal of Advertising Research, Old Dominion University, USA.
  director of global marketing: The Language of Global Marketing Wendy MacKenzie Pease, 2021-04-13 A domestic strategy and only one language means lost revenue and missed opportunities. Your business could be exploding on a global level. If your business wants international growth across borders into global industries, pursuing buyers without considering their culture or by using a machine translation hurts your efforts. A solid strategy with high-quality, culturally adapted content and translations connects you to prospective buyers online and leads to completed sales. To convert more website visitors into loyal customers and increase profits, you need the correct content in the globalized or localized language for your target audience. In The Language of Global Marketing, Rapport International President Wendy Pease provides the roadmap for business-builders to find new revenue from a global audience with the right quality content and tools. Filled with easy-to-understand strategies and solutions to real-life situations, this is your guide to successful international expansion through global inbound marketing and translation services. You'll discover: How to align your expansion plans, communications, and brand with your company's digital marketing plan Four key components to build a successful Translation Management Plan Secrets to receiving better quality and more culturally appropriate translations from your translator Nine tactics to optimize your website and translate data for global SEO in your target market Interpreter options when you need to speak to your customers Huge advantages of cultivating a diverse workforce while expanding globally Connect with your buyers across every language and culture - no passport or overseas travel necessary. Get The Language of Global Marketing now and speak the language of success for your organization!
  director of global marketing: Global Marketing Management Warren J. Keegan, Mark C. Green, 2002 This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion strategies: marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; promotion: personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing. For individuals interested in a career in marketing.
  director of global marketing: R.E.D. Marketing Greg Creed, Ken Muench, 2021-06-08 Create breakthrough marketing campaigns by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology straight from marketing powerhouse Yum! Brands. Sidestep the marketing books, courses, and even TED talks that offer hypothetical explanations that sound sensible and embrace the proven, systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth. This book, filled with simple frameworks and engaging stories, will help everyone in your company understand what really works for driving sustainable brand growth and business success. In 2011, Greg Creed had just been elevated from President to CEO of Taco Bell, a brand in deep distress at the time. It was on his shoulders to turn things around quickly along with co-author and CMO, Ken Muench. Together, they developed the R.E.D (Relevance, Ease, Distinctiveness) method. It’s simple methodology does not require complicated terms and a PhD to understand, it’s actually quite simple—marketing works in three very different ways: Relevance—Is it relevant to the marketplace? Ease—Is it easy to access and use? Distinction—Does it stand out from competition? By combining actual examples from Yum! and other recognizable brands of every size around the world with the latest findings in marketing, neuroscience, and behavioral economics, and the author’s own experience marketing three different brands across 120 countries, your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing.
  director of global marketing: Global Cmo Greg Paull, Shufen Goh, 2018-05 Digital Transformation has changed the modern marketing playbook. As the landscape shifts, global marketers have to balance advancing unique organizational initiatives with the transformation of their entire sector. In this new environment, what can a CMO do to stay ahead of the curve? Global CMO features insights from interviews with eighteen leading global CMOs responsible for bringing their brands into the future across drastically different markets. The brands represented in this book span several sectors, from CPG leaders such as Coca-Cola; to financial giants like Mastercard, Bank of America, and Citi; to leading technology companies, including GE and Samsung. Through these detailed discussions with the CMOs, independent marketing consultancy R3 seeks to uncover the common threads, solutions, and best practice to drive effectiveness and efficiency. Any practitioneror observerof marketing globally, regionally, or locally will find this a powerful resource.
  director of global marketing: Business Without Borders Donald A. DePalma, 2004 Forget about dot-bombs and other excesses of the now lamented New Economy. Welcome instead the global Internet, the strategic vehicle that leading companies use to inform, market, sell, and support their worldwide business initiatives every minute of every day.In this succinct but informative guide to doing business in new markets, both international and domestical multicultural, globalization strategist Don DePalma characterizes the intersection of the Internet and global markets as the Eighth Continent, a virtual landmass inhabited by almost a billion Web consumers and business users around the planet. DePalma combines his own experience as a strategist, consultant, and analyst with that of experts and practitioners at companies that have successfully globalized their operations.
  director of global marketing: Global Marketing Management Warren J. Keegan, Mark C. Green, 2002 For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases. *NEW- Chapter on Global e.marketing. - Students see impact of e-commerce on global marketing. *NEW- New Cases. Kodak vs. Fuji, Education of an Expatriate, CEAC-China and Ascom Hasler, Inc. - Provides students with new cases and teaching notes that refresh and update course. *Classic cases. Such as Harley Davidson, Parker Pen, etc. - These classic cases have been effective teaching cases for students. *The latest research findings and practices. With chapters on targeting, competitive analysis and strategy and product decisions. - Students can learn about the most important new research to assist with projects. *The experience and insight of a distinguished advisory board. Of executive and consulting experts. - Students learn what is happening in real practice. *Cases. Cover consumer, industrial, low tech and high tech, product and services marketing. *A unique appendix. Identifies the location of global income and population by stage of development, country and region for 2000 with projections to the year 2010 and 2020. - Students can incorp
  director of global marketing: Global Marketing Research V. Kumar, 2015-12-14 Global Marketing Research is a comprehensive text that tracks the dynamic world of global marketing and undertakes a systematic approach in discussing the steps involved in the process of conducting marketing research. This text has been developed by the author from over two decades of experience in conducting marketing research and observing the behavior of customers in more than 30 countries. It discusses recent developments in the scope and extent of the subject and examines advances in quantitative and qualitative research techniques from a global perspective. Key Features • Overview of marketing research processes including introduction of key concepts, exploring relevant issues, and highlighting major challenges to understand and coordinate the entire process • Focus on the important phases of marketing research such as understanding its nature and scope, data collection, questionnaire designing, sampling, and analysis and presentation of results • Numerous country-specific examples and cases from the global perspective giving detailed insight into the developments around the world • Dedicated and up-to-date inclusion of a section on the aspects of marketing research in major geographical areas • Chapter-end review exercises and case-based questions for critical and in-depth understanding
  director of global marketing: Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works Pam Didner, 2014-12-19 Engage Customers Around the World with Cross-Regional Content Marketing Technology has virtually erased national borders, forever transforming the way we reach and engage customers, as well as the way we search for and consume content. Global Content Marketing takes you step-by-step through the process of creating and refining your strategies to meet this new reality. LEARN HOW TO: Create content that engages people--regardless of their country and culture Identify key actions and strategies to apply to your projects Connect dots that others don't see and connect them in ways you never thought of before Content marketing across geographies is a diff erent animal. In this smart, practical, and authoritative book, Pam Didner has tamed this animal for all of us. -- DOUG KESSLER, Creative Director, Velocity A valuable guide to developing and distributing your global content effectively. -- NANCY BHAGAT, former VP, Global Marketing Strategy, Intel, and current Divisional CMO, TE Connectivity This book is the blueprint for engineering a modern scalable content marketing operation. -- PAWAN DESHPANDE, CEO, Curata “Finally the book that explores all critical aspects of global content marketing! Whether you are a small business or a Fortune 500 company, it is essential to understand the 4P’s developed by Pam Didner. Read it and take your content strategy to the whole new level. -- EKATERINA WALTER, author of Think Like Zuck and coauthor of The Power of Visual Storytelling
  director of global marketing: Resumes For Dummies Joyce Lain Kennedy, 2007-02-26 Is your job search stalling out after you submit a resume but before you're offered an interview? With reinvented recruiting technology, unmanageable millions of resumes choking employer databases, and government mandates in the name of diversity, a gigantic change has occurred in the recruiting world over the past several years—and it demands a fresh look at how you write and market your resumes. Whether you're entering the job market for the first time, changing jobs, or changing careers, Resumes for Dummies, 5th Edition will show you the ropes and rules for a new era in recruiting and job finding. With 85% new content added since the previous edition, this up-to-date guide gives you the very latest strategies on how to create, and more importantly, distribute your resume in today's new job search environment. You'll learn: Why most generic online resumes fail How to customize resumes for each job opening New quick ways to find the right jobs How to use meta search engines to your advantage Why both digital and print versions of resumes are still needed How to use resumes interactively The resume basics that still knock 'em dead How to create resumes for your life's changing phases What to do after you send them your resume With a wealth of sample resumes—organized by industry and career field, experience level and age, and special circumstances—along with tips on choosing professional resume help and other valuable resources, Resumes for Dummies, 5th Edition will help you get noticed in a universe saturated with billions of resumes and more on the way.
  director of global marketing: Global Political Marketing Jennifer Lees-Marshment, Chris Rudd, Jesper Stromback, 2009-10-16 There is increasing awareness of growing similarities in political marketing practices around the world. Global political marketing is a comprehensive analysis of why, how and with what affect parties use political marketing in a range of political systems - presidential, parliamentary, two and multi-party, and established and emerging democracies. Written by a team of 25 international expert authors, the volume explores the impact of systemic features such as the party and electoral system, analysing how parties use marketing through 14 detailed country studies. The book explores the notion that political marketing is used by parties to both sell and design political products, is by no means confined to the opposition, and that many opinions besides those of the voters are considered in product design, including ideological anchors, expert opinion and party members’ input. The authors also explore how other factors impact on political marketing effectiveness, such as the ability of governments to communicate delivery, stay in touch, the role of the media and party unity and culture. Finally the work discusses the democratic implications of market-oriented parties, highlighting the need for debate about the relationship between citizens and governments and the prospects for democracy in the 21st century. Including a practitioner perspective as well as rigorous academic analysis, this collection provides the first global comprehensive overview of how political parties market themselves, it will be of great interest to all scholars of political marketing, parties and elections and comparative politics.
  director of global marketing: Winning Global Markets Philip Kotler, Milton Kotler, 2014-08-18 A new marketing paradigm focuses on the concentrated economic power of 600 global cities. City-Centered Marketing: Why Local is the Future of Global Business is a compelling practical analysis of a new direction of marketing within the context of intensifying urbanization and the shift of global economy from West to East. Philip Kotler, one of the world's foremost marketing experts, and his brother Milton, an international marketing strategist, explain why the future of marketing must focus on top global cities and their metro regions, and not squandered resources on small cities. Marketing is city-centered activity. 600 global cities will contribute 65 percent of the global GDP of $67 trillion by 2025. The top 100 cities will contribute 25 percent of GDP, and 440 of these top 600 cities will be in the developing world. Top cities have to improve their marketing prowess in compete for the right companies and settling on the best terms. By 2025, the vast majority of consuming and middle-income households will be in developing regions. While New York, Los Angeles, and Chicago will remain major players because of high per-capita GDP and capital and intellectual assets, companies will pay more attention to growing city regions in the developing world. Multinational businesses must change the culture of their headquarters, divisions and branches, as well as their value chain stakeholders to take advantage of these market changes. The book details the strategies for sustainable growth with topics like: Resource allocation in developed versus developing city markets Shifting the focus to city regions instead of central governments The rise of new multinational corporations from developing economies Declining consumer and business growth in developed cities Cities in China, Brazil, India, and throughout the Middle East and Latin America are rising to become major players in the global marketplace. Philip and Milton Kotler argue that an inversion is taking place, and top cities are growing economically faster than their national rate of growth. These emerging city markets are critical to company growth , and City-Centered Marketing: Why Local is the Future of Global Business provides the vital information and guidelines that companies need to plan accordingly.
  director of global marketing: This Business of Global Music Marketing Tad Lathrop, 2013-04-03 Think BIG—capture the global music market. Worldwide tours, internet downloads, international album distribution–the global market for music is expanding with lightning speed, and that means big opportunities for everyone in the music business. The main obstacle? Lack of knowledge. The world market is packed with opportunity, but it's also full of cultural, regulatory, administrative, legal, political, and logistical pitfalls. This Business of™ Global Music Marketing offers a map of the world, with full information on how to break into the global market, how to distribute records abroad, how to find an audience, how to package records to appeal to local markets, how to establish partnerships with foreign businesses, how to deal with different rules of trade, and much more. A companion volume to author Tad Lathrop's top-selling This Business of™ Music Marketing and Promotion, This Business of™ Global Music Marketing offers everyone in the music business a chance to go global.
  director of global marketing: International Direct Marketing Manfred Krafft, Jürgen Hesse, Jürgen Höfling, Kay Peters, Diane Rinas, 2007-10-14 This book is the first to focus exclusively on International direct marketing (IDM), integrating state-of-the-art knowledge, best practice and unique data. The first part is a comprehensive, well-structured review, covering all relevant sources from academic journals to practitioner magazines. The second part consists of best practice examples on various aspects of IDM. The third part contains a summary of a proprietary consumer study on direct marketing attitudes and affinities across 24 countries worldwide, accompanied by country-specific fact sheets for IDM campaigns.
  director of global marketing: Managing Global Strategy William H. A. Johnson, 2020-10-21 This concise, practical textbook clearly explains how to go about developing and implementing a global strategy for any organization, from Born Global start-ups, to more established large companies struggling to manage their global extensions, to nonprofits including non-governmental organizations (NGOs) and charities. Written clearly and concisely, this volume brings together multiple tools, models and frameworks into one resource to guide a successful global strategy development and implementation process. Issues covered include: • Internal and external environmental analyses; • Cross-cultural communication; • Structural considerations; • Leadership and motivation; • Foreign market entry, mergers, alliances and acquisitions. Upper-level undergraduate and postgraduate students of global business will appreciate this accessible guide to a highly complex endeavor, as will practicing managers in global organizations seeking a ready reference. Instructors will also value the outline of a semester-long project keyed to the book, developed and tested by the author.
  director of global marketing: Global Brand Strategy Jan-Benedict Steenkamp, 2017-01-03 Steenkamp introduces the global brand value chain and explains how brand equity factors into shareholder value. The book equips executives with techniques for developing strategy, organizing execution, and measuring results so that your brand will prosper globally. What sets strong global brands apart? First, they generate more than half their revenue and most of their growth outside their home market. Secondly, their brand equity is responsible for a massive percentage of their firm’s market value. Third, they operate as single brands everywhere on the planet. We find them in B2C and B2B industries, among large and small companies, and among established companies and new businesses. The stewards of these brands have a set of skills and knowledge that sets them apart from the typical corporate marketer. So what’s their secret? In a world that is globalizing, but not yet globalized, how do you build a powerful global brand that resonates universally but also accommodates local nuances? How do you ensure that it is dynamic and flexible enough to change at market speed? World-class marketing expert Jan-Benedict Steenkamp has studied global brands for over 25 years on six continents. He has distilled their practices into eight tools that you can start using today. With case studies from around the world, Steenkamp’s book is provocative and timely. Global Brand Strategy speaks to three types of B2C and B2B managers: those who want to strengthen already strong global brands, those who want to launch their brands globally and get results, and those who need to revive their global brand and stop the bleeding.
  director of global marketing: Billboard , 2007-03-31 In its 114th year, Billboard remains the world's premier weekly music publication and a diverse digital, events, brand, content and data licensing platform. Billboard publishes the most trusted charts and offers unrivaled reporting about the latest music, video, gaming, media, digital and mobile entertainment issues and trends.
  director of global marketing: Understanding the Global Market Bruce D. Keillor, 2013-02-07 This is an invaluable, applied how to guide to understanding the unique characteristics of the international business environment that provides critical information to all managers considering entering an overseas market. The global marketplace is a reality, yet there are virtually no books dedicated to understanding the international business environment. The accessible, practitioner-oriented information in this book provides businesspeople with the tools necessary to accurately analyze the complex global environment and the perspective to be successful in international markets. A resource for business managers as well as for college-level business students, the book covers all major areas of the international business environment, including the cultural aspects of international commerce environments as well as economic, political, and competitive challenges. Additionally, the author explains how a business entity can impact the market environment in which it operates.
  director of global marketing: Handbook of Research in International Marketing Subhash C. Jain, David A. Griffith, 2011 The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today's most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future. The authors, top scholars from around the world, provide useful theoretical insights designed to stimulate contemplation and discussion, and to provide guidelines for future research on international marketing. The volume includes coverage of topics in four main areas: Part I looks at global branding while Part II examines issues of marketing strategy on a world stage. Part III offers chapters on cultural issues and the book closes with a more detailed look at marketing at the bottom of the pyramid in Part IV. Scholars and students in marketing and international business will find much of value in this comprehensive volume.
  director of global marketing: The Marketing Director's Handbook Guy Tomlinson, Tim Arnold, 2008 The Marketing Director's Handbook is the definitive practical guide for anyone managing or aspiring to manage a marketing function at board level. It is truly unique. In 30 chapters it is structured to help you undertake key marketing activities and solve marketing problems. It is jam-packed with insights, ideas to ensure business and personal success.
  director of global marketing: Global Marketing Strategy Bodo B. Schlegelmilch, 2016-03-02 This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures, managing the relationship between national subsidiaries, regional headquarters and global headquarters, as well as corporate social responsibility challenges, and pertinent future trends that are likely to affect global business.
  director of global marketing: Ethics in Marketing Patrick E. Murphy, Gene R. Laczniak, Fiona Harris, 2016-12-13 Understanding and appreciating the ethical dilemmas associated with business is an important dimension of marketing strategy. Increasingly, matters of corporate social responsibility are part of marketing's domain. Ethics in Marketing contains 20 cases that deal with a variety of ethical issues such as questionable selling practices, exploitative advertising, counterfeiting, product safety, apparent bribery and channel conflict that companies face across the world. A hallmark of this book is its international dimension along with high-profile case studies that represent situations in European, North American, Chinese, Indian and South American companies. Well known multinationals like Coca Cola, Facebook, VISA and Zara are featured. This second edition of Ethics in Marketing has been thoroughly updated and includes new international cases from globally recognized organizations on gift giving, sustainability, retail practices, multiculturalism, sweat shop labor and sports sponsorship. This unique case-book provides students with a global perspective on ethics in marketing and can be used in a free standing course on marketing ethics or marketing and society or it can be used as a supplement for other marketing classes.
  director of global marketing: The Leader, The Teacher & You: Leadership Through The Third Generation Siong Guan Lim, Joanne H Lim, 2013-12-13 Former Head of the Singapore Civil Service Mr Lim Siong Guan now shares his diverse experiences and fresh insights on leadership in his exclusive new book, The Leader, The Teacher & You. As a former Permanent Secretary in ministries, including the Ministry of Defence, the Prime Minister's Office and the Ministry of Finance, and former chairman of the Inland Revenue Authority of Singapore and the Singapore Economic Development Board, the indefatigable public servant has contributed greatly to Singapore's success, introducing innovative policies and practices at each turn, which have greatly enhanced drive and performance across the board. Most notably, he is known for his pursuit of excellence, especially in spearheading the Public Service for the 21st Century (PS21) movement, to develop organizational excellence. From Singapore's early years of government to its emergence as a prosperous metropolis, Lim has served the nation tirelessly through the years.In The Leader, The Teacher & You, Lim puts forth a fresh take on the notion of leadership as other-centered, with the focus on enabling others to be the best they can be. This noble vision of leadership is elaborated and built upon through the sharing of his experiences, in particular the memorable lessons and deep-seated convictions he has had while serving under Mr Lee Kuan Yew, Singapore's first Prime Minister, and Dr Goh Keng Swee, Singapore's First Deputy Prime Minister. Different types of leadership, such as personal and position leadership are touched upon as the author encourages leaders to take an active role in empowering those they lead and spurring them on to excellence. Coming from a man who has helmed many distinguished organizations, Mr Lim's insights on core values essential for organizational excellence are also not to be missed. The book offers practical and down-to-earth advice for leaders in all walks of life. For leaders who genuinely care for the people they lead and hope to make a difference in their lives, this book will be a crucial guide.
  director of global marketing: China Cmo Greg Paull, ShuFen Goh, 2013-06 China is, all at once, the world's most dynamic, frustrating, confusing, inspiring, and challenging marketplace. As companies invest more and more in marketing, raising the country to second behind the US in advertising spending, there have been many white papers, books, and reports on how to win. This book is different - it comes straight from the mouths, heads, and hearts of sixteen of the leading CMOs (Chief Marketing Officers) based in China. From Coca-Cola, Starbucks, McDonald0́9s, and Visa to local companies such as Lenovo and Bank of Communications. This is their story. These are their ideas.--Back cover.
  director of global marketing: Workflow in the 2007 Microsoft Office System David Mann, 2007-04-29 This book is written by a developer and architect with 9 years’ experience building Information Worker solutions, including custom workflow engines and third-party workflow products. The author challenges readers to view the Office System and workflow in a new light, walking readers through the process of building a solid, useable workflow solution. Unlike quick references that scratch the surface of new technology, this book benefits the serious Information Worker developer - a growing group in IT - who is interested in learning the inner workings of workflow and Office 12.
  director of global marketing: The SAGE Handbook of International Marketing Masaaki Kotabe, Kristiaan Helsen, 2009-01-05 Over the past two decades; the nature of international marketing has faced huge change. Increasingly challenged with the unprecedented emergence of globally integrated, yet geographically scattered activities multinational marketing has had to respond accordingly. The SAGE Handbook of International Marketing brings together the fundamental questions and themes that have surfaced and promises to be an essential addition to the study of this critical subject area. In an internationally minded and detailed analysis, the contributors seek to examine the state of the art in research in international marketing, with particular emphasis on the conceptual framework and theory development in the field. Looking at new research, formative and fundamental literature and the nature of strategic alliance and global strategy, this timely and comprehensive handbook offers the reader a compelling examination of the central concerns of marketing for an international community.
  director of global marketing: Global Marketing Johny K. Johansson, 2003 Global Marketing 3e utilizes a three-pronged framework to organize the discussion of how to conduct global business: Foreign Entry, Local Marketing, and Global Management. Johansson seeks to develop the varied skills a marketing manager needs to be successful in each of these tasks. The discussion progresses from how to market an existing product outside of the domestic market to how to develop a new product for specific local markets and then broadens the scope to discuss marketing and management topics from a global managerial perspective. Legal, regulatory, political, and cultural, issues are discussed as appropriate throughout the text. Excellent examples and cases, many of which are drawn from the author’s rich international experience help students move from concept to application.
  director of global marketing: The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value Thomas Barta, Patrick Barwise, 2016-09-22 WHAT MAKES AN EFFECTIVE AND SUCCESSFUL MARKETING LEADER? The 12 Powers of a Marketing Leader, by former McKinsey Partner Thomas Barta and senior London Business School professor Patrick Barwise, is the first research-based leadership book for marketers in the 21st century. Based on the largest ever research study of its kind, with detailed data on over 8,600 leaders in more than 170 countries, this game-changing book identifies 12 specific behaviors--or Powers--that drive marketers' business impact and career success. Reading it, you’ll learn how to: • MOBILIZE YOUR BOSS: Make an impact at the highest level and align marketing with the company's priorities. • MOBILIZE YOUR COLLEAGUES: Inspire and motivate your non-marketing colleagues to deliver a great customer experience. • MOBILIZE YOUR TEAM: Build and align a winning marketing team. • MOBILIZE YOURSELF: Focus on goals that will benefit your customers, your company and yourself, by meeting your own needs and ambitions. By zeroing in on the value creation zone (V-Zone)--the all-important overlap between your company's and customers' needs--you’ll be able to help the business win in the market--and achieve your career goals. Warning: This is not a marketing book. It’s a leadership book for marketers, using the latest research on what works--and what doesn’t--in marketing's digital age. BONUS: Receive full access to an online self-assessment tool and other marketing leadership resources.
  director of global marketing: Growth Mindset Vicky Bureau, 2022-02 Have you ever tried to learn a new skill? Did you fail at first, and want to give up? Everyone feels this way sometimes. But success comes with trying again and again. It's not always easy to have a growth mindset, but it's always worth it! Explore how failure leads to success, learn what it means to have a good attitude, and discover how you can build confidence with a growth mindset! --
  director of global marketing: Sustainability Marketing Frank-Martin Belz, Ken Peattie, 2012-10-29 The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century. Adopting a a consumer marketing focus, it emphasises integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. The book shows how the complexities of sustainability issues can be addressed by marketers through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented '4Ps'; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them. A comprehensive package of supplementary materials for this text is available at www.wiley.com/college/belz. View the authors blog at: www.sustainability-marketing.com
  director of global marketing: The Brand IDEA Nathalie Laidler-Kylander, Julia Shepard Stenzel, 2013-11-08 Offering a new framework for nonprofit brand management, this book presents the Brand IDEA (Integrity, Democracy, and Affinity). The framework eschews traditional, outdated brand tenets of control and competition largely adopted from the private sector, in favor of a strategic approach centered on the mission and based on a participatory process, shared values, and the development of key partnerships. The results are nonprofit brands that create organizational cohesion and generate trust in order to build capacity and drive social impact. The book explores in detail how nonprofit organizations worldwide are developing and implementing new ways of thinking about and managing their organizational brands.
  director of global marketing: Biodiversity IUCN, 2008 This guide is meant to complement the many tools that are already available to help you reduce environmental impacts in your hotel, by using appropriate siting, design and construction practices, and by improving management of energy and water consumption, and disposal of wastewater and solid wastes.-from How to use this guide.
  director of global marketing: Building the Agile Business through Digital Transformation Neil Perkin, Peter Abraham, 2017-04-03 Building the Agile Business through Digital Transformation is an in-depth look at transforming businesses so they are fit for purpose in a digitally enabled world. It is a guide for all those needing to better understand, implement and lead digital transformation in the workplace. It sets aside traditional thinking and outdated strategies to explain what steps need to be taken for an organization to become truly agile. It addresses how to build organizational velocity and establish iterative working, remove unnecessary process, embed innovation, map strategy to motivation and develop talent to succeed. Building the Agile Business through Digital Transformation provides guidance on how to set the pace and frequency for change and shows how to break old habits and reform the behaviours of a workforce to embed digital transformation, achieve organizational agility and ensure high performance. Full of practical advice, examples and real-life insights from organizational development professionals at the leading edge of digital transformation, this book is an essential guide to building an agile business.
  director of global marketing: Inbound PR Iliyana Stareva, 2018-04-16 The digital era’s new consumer demands a new approach to PR Inbound PR is the handbook that can transform your agency’s business. Today’s customer is fundamentally different, and traditional PR strategies are falling by the wayside. Nobody wants to feel “marketed to;” we want to make our own choices based on our own research and experiences online. When problems arise, we demand answers on social media, directly engaging the company in front of a global audience. We are the most empowered, sophisticated customer base in the history of PR, and PR professionals must draw upon an enormous breadth of skills and techniques to serve their clients’ interests. Unfortunately, those efforts are becoming increasingly ephemeral and difficult to track using traditional metrics. This book merges content and measurement to give today’s PR agencies a new way to build brands, evaluate performance and track ROI. The ability to reach the new consumer, build the relationship, and quantify the ROI of PR services allows you to develop an inbound business and the internal capabilities to meet and exceed the needs of the most demanding client. In this digital age of constant contact and worldwide platforms, it’s the only way to sustainably grow your business and expand your reach while bolstering your effectiveness on any platform. This book shows you what you need to know, and gives you a clear framework for putting numbers to reputation. Build brand awareness without “marketing to” the audience Generate more, higher-quality customer or media leads Close the deal and nurture the customer or media relationship Track the ROI of each stage in the process Content is the name of the game now, and PR agencies must be able to prove their worth or risk being swept under with obsolete methods. Inbound PR provides critical guidance for PR growth in the digital era, complete with a practical framework for stimulating that growth.
外企中Managing Director和General Manager有什么区别？
外企特别是金融类外企经常有vice president，director, managing director之类，头衔很大，其实很多只是职级而已，大多不是字面表达的意思，更多是类似国内的职称。比如VP其实就是外企 …

名片中职务的对应英文翻译及欧美企业职务含义及级别？ - 知乎
1. 如果怕误解为中干，建议翻为CEO，这个老外一听就了解。至于Managing Director要看总经理是否董事会成员，如果是，CEO和Managing Director取其一（听你们领导的），不要重复用。 …

对董事长、总经理等职务，最准确常用的商务英语翻译是什么？
中小公司： General Manager 或 Managing Director. 合伙人制公司中负责日常运作的那位合伙人： Managing Partner. 副总经理： 看公司大小. 大公司： Executive Vice President， 下面还有 …

外企职位层级的划分？从低到高，求中英文对照? - 知乎
而对大多数在职场打拼了半辈子的senior director来说，他们的职业生涯也就止步于此了。从director 到VP，是只属于少数职场精英们的最后一个升职（升值）瓶颈。 第八级： 副总 …

GM、VP、FVP、CIO都是什么职位？ - 知乎
知乎，中文互联网高质量的问答社区和创作者聚集的原创内容平台，于 2011 年 1 月正式上线，以「让人们更好的分享知识、经验和见解，找到自己的解答」为品牌使命。知乎凭借认真、专业 …

导演、监制、制片人、出品人的职责和分工是怎么样的？ - 知乎
本题已加入知乎圆桌 »影视职人说 | 青年导演养成记，更多「电影产业」讨论欢迎关注。

如何知道一个期刊是不是sci？ - 知乎
Master Journal List在这个网站能搜到的就是吗？我在web of knowledge 上能搜到文章的杂志就是sci吗？

执行董事和CEO有什么区别？ - 知乎
Nov 13, 2018 · 我的英国公司职位就是Manaing Director，然后中文名片上写“执行董事”，我承认这个名称一般中国客户都不明白，几乎都认为是董事会的什么角色。但实际上，就是CEO，或者 …

研究员为什么是principal investigator而不是researcher？ - 知乎
美国国家科学基金会(National Science Foundation，简称NSF)定义为”由受让入指定、美国国家自然科学基金委同意的负责项目科学技术方向的个体”，同时指出”这一术语一般用于研究领域”， …

PE、PM、PD、PR分别是什么岗位? - 知乎
PD（product designer/product director）：产品设计或产品负责人，多见于互联网等以产品为中心的行业。 PM（product manager/project manager）：产品经理或项目经理，前者多见于互联 …

外企中Managing Director和General Manager有什么区别？
外企特别是金融类外企经常有vice president，director, managing director之类，头衔很大，其实很多只是职级而已，大多不是字面表达的意思，更多是类似国内的职称。比如VP其实就是外企中比较常见 …

名片中职务的对应英文翻译及欧美企业职务含义及级别？ - 知乎
1. 如果怕误解为中干，建议翻为CEO，这个老外一听就了解。至于Managing Director要看总经理是否董事会成员，如果是，CEO和Managing Director取其一（听你们领导的），不要重复用。 2. 建议所长 …

对董事长、总经理等职务，最准确常用的商务英语翻译是什么？
中小公司： General Manager 或 Managing Director. 合伙人制公司中负责日常运作的那位合伙人： Managing Partner. 副总经理： 看公司大小. 大公司： Executive Vice President， 下面还有 Senior …

外企职位层级的划分？从低到高，求中英文对照? - 知乎
而对大多数在职场打拼了半辈子的senior director来说，他们的职业生涯也就止步于此了。从director 到VP，是只属于少数职场精英们的最后一个升职（升值）瓶颈。 第八级： 副总裁（vice …

GM、VP、FVP、CIO都是什么职位？ - 知乎
知乎，中文互联网高质量的问答社区和创作者聚集的原创内容平台，于 2011 年 1 月正式上线，以「让人们更好的分享知识、经验和见解，找到自己的解答」为品牌使命。知乎凭借认真、专业、友善的社区 …

导演、监制、制片人、出品人的职责和分工是怎么样的？ - 知乎
本题已加入知乎圆桌 »影视职人说 | 青年导演养成记，更多「电影产业」讨论欢迎关注。

如何知道一个期刊是不是sci？ - 知乎
Master Journal List在这个网站能搜到的就是吗？我在web of knowledge 上能搜到文章的杂志就是sci吗？

执行董事和CEO有什么区别？ - 知乎
Nov 13, 2018 · 我的英国公司职位就是Manaing Director，然后中文名片上写“执行董事”，我承认这个名称一般中国客户都不明白，几乎都认为是董事会的什么角色。但实际上，就是CEO，或者公司总裁。 …

研究员为什么是principal investigator而不是researcher？ - 知乎
美国国家科学基金会(National Science Foundation，简称NSF)定义为”由受让入指定、美国国家自然科学基金委同意的负责项目科学技术方向的个体”，同时指出”这一术语一般用于研究领域”，而另一与 …

PE、PM、PD、PR分别是什么岗位? - 知乎
PD（product designer/product director）：产品设计或产品负责人，多见于互联网等以产品为中心的行业。 PM（product manager/project manager）：产品经理或项目经理，前者多见于互联网、快 …