Book Description

Brand managers operating across cultures can find themselves facing a multitude of complex issues. Aiming to clarify this situation, Global Brand Strategy is the first book to provide a rigorous analytical framework that can be used comparatively across markets to reveal the factors that are most significant to particular types of brands.

Contents include brand environment; brand expression; brand domain; brand reputation; brand affinity; brand recognition; local brand management; and global brand management. ... Read more

Reviews (1)

A hands-on advisory guide
Sicco van Gelder is the expert who runs Brand Meta, a Netherlands-based global branding consultancy. In Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures & Markets, Gelder draws upon his many years of experience and expertise to write an authoritative and "user friendly" business guide to creating brand expression, develop marketing strategies and implementations in a global market. Especially recommended reading for business managers seeking to master an international legacy of name recognition, individual chapters deftly cover the importance of brand reputation, affinity, name recognition, the unique roadblocks to making a local brand global, and so much more in this hands-on advisory guide written directly from experience and a proven record of corporate success. ... Read more

Book Description

The future success of many companies in the United States and Europe is becoming more dependent on effectively developing and expanding markets in new emerging and partially developed countries. Few companies, however, know how to do it well, if at all. Their success rate is low, while the cost of failure remains high. Caslione and Thomas provide insights, knowledge, special tools, and the experience that will show executives how to take hold of these challenges. Through case studies of companies in a wide cross-section of industries, the authors highlight the processes necessary to develop successful market entry, sales, and distribution strategies for their companies in emerging markets around the world. ... Read more

Reviews (9)

MBA student loves the book
This book should be used a text for all MBA classes that look at international strategy. I really enjoyed the illustrations and examples.

Doing business in emerging countries
It' s a very valuable work and push to think (or rethink)strategy and approach for doing business in emerging markets ; as the best travel guides , it treats the subject with insight and a lived knowledge: It is a very useful travel plan to develop business in emerging countries .

Insight into Emerging Markets
The raw emotion and insight into emerging markets contained in this book clearly illustrates the importance and means of establishing long term global relationships, on an equal footing basis, combined with proven business tools for the development of long term profitable business within the world's emerging markets. An essential read for those serious in establishing long term profitable global business.

A must for anyone operating in emerging markets.
This book should be read by any executive planning to enter emerging markets, or by those already operating in them. It covers all aspects to a depth rarely found in business books. It is not just a superb read, it is also a guide and reference source full of "how to". We will use it in our organization as a "must" training material.

Emerging Markets Treasure Trove
This book is a genuine treasure trove of invaluable hands-on insights and tips for anyone interested in doing business in the emerging markets. I have over 30 years experience in these markets and I still found many helpful ideas and approaches. Caslione and Thomas share real world perspectives and knowledge. This is no academic dissertation; it is the product of know-how accumulated from actually doing what the authors talk about. No matter whether you're just starting out in international business or consider yourself an expert, you will gain much benefit from this book. Get it! You will learn much and avoid repeating the costly mistakes made by countless American, Japanese, and European companies. ... Read more

Book Description

Buying and selling on any of the many international eBay sites opens up a huge range of possibilities for American users. The globalization of eBay -- with 28 sites worldwide -- offers vast new markets for American merchandise overseas, as well as the opportunity to buy items globally with the aim of selling them profitably in the U.S.

But along with these opportunities come new questions: Do you need a license to buy and sell internationally? How do you set prices, handle cultural differences, and arrange shipping? And how do you determine which markets are most likely to benefit you? eBay Global the Smart Way shows readers how they can operate safely and profitably, offering in-depth and accessible information, and step-by-step instructions on topics including:

* Marketing to customers in foreign countries* Ensuring quality* Using customs brokers* Making payments to foreign vendors* Finding economical shipping* Avoiding credit card fraud* Avoiding product taxes* Handling the language barrier

Filled with the unique brand of practical wisdom that have made Joe Sinclair's other eBay books bestsellers, eBay Global the Smart Way helps readers take advantage of this huge new market, setting the stage for global success. ... Read more

Book Description

* Restructured and fully updated new edition
* Repackaged in a wider, practical format.
* New case studies and updated teaching materials
* Includes a free CD ROM

Straightforward in approach, this book explores the current issues in international marketing, including the tactical, operational and strategic issues at play in global marketing. It covers the trading environment, internationally and regionally within the North Atlantic, Pacific Rim, and the Third World; the organizational aspects of market research, market screening, export methods, global pricing, international advertising; and also looks into future developments. Thoroughly revised for this third edition, it is packed with up-to-the-minute case studies and teaching materials. ... Read more

Book Description

Book Description

David Ketchum brings a rare insight to marketing in Asia. His observation and recommendations are based on relationships with a broad range of marketers – packaged goods and consumer durables as well as business-to-business products and services. The added bonus is that David Ketchum is a facile and gifted writer who holds the reader’s attention from start to finish. A must read for anyone interested in doing business in Asia! – Harold Burson, Founding Chairman, Burson-Marsteller

David Ketchum’s insight in Big M, little m is your map and GPS receiver to help navigate the Asian Brand and marketing frontier. I recommend this book for anyone interested in learning about the unique challenges and adept solutions of marketing in Asia during this time of extreme change. Big M little m is the closest thing to having your own Asian marketing consultant in a box – Frank Yu, Regional Business Manager, XBOX and Home Entertainment Division, Microsoft Corporation

Asia’s economics, despite ups and down, remain the most vibrant and fastest growing in the World. Yet, as David Ketchum explains, the number of global brand names made in Asia is disproportionately low. This is now changing as the forces of globalization and bottom-up restructuring within the region are coming together. For anyone involved in running an Asian-based business these are both exciting and daunting times that call for a fresh look at the marketing challenge. David Ketchum draws on a wealth of personal experience to help us out. Big M little m Marketing is a remarkable fusion of marketing theory and practice, big picture and detail, explanation and seasoned advice that is helpful and fun to read – Geoffrey Barker, Chief Economist, HSBC Asia-Pacific

  ... Read more

Reviews (3)

A worthwhile read
Get this book if you intend to use the Internet to market your business in
any way. It is loaded with marketing ideas and there are enough of them so
that any small business entrepreneur can benefit in some way. There are
lots of examples of people and businesses that have actually done what the
author recommends, and lots of web sites to visit as a follow up. I got
about 6 great ideas out of this book. Two or three would have made it
worthwhile.

Do not order from Elephant Books
I would love to read this book because I heard it was amazing, BUT Elephant Books sent me the wrong book. Now they will not return my phone calls or numerous emails, and they were done in good taste so I do not understand why they would not return my messages. Just wanted you all to know so you do not get shafted like I did. Have a great day!

Helpful for small businesses
This is a nifty book. It givesa wide view of ways that a small business entrepreneur can use the Internet to market successfully. The dot.com craze may be over, but that doesn't mean that the Internet won't continue to be a long-term vital tool in marketing for small business. With this book, any budding or seasoned entrepreneur will gain a learn of get many wokrable strategies. ... Read more

Book Description

A clear-sighted introduction to a complex subject, 'Internal Marketing' provides the reader with a succinct overview of the most recent thinking and practice.

The text begins by defining what internal marketing is and how it can work, and from this foundation:

* Outlines state-of-the-art thinking and practice
* Demonstrates how internal marketing can be used to facilitate such diverse strategies as TQM, New Product Development and Change Management
* Highlights the techniques managers need to understand to use IM effectively within their organizations
* Contains a range of international and up to the minute examples and cases of best practice from companies around the world

Throughout the book the emphasis is on understanding the principles that have made internal marketing such a potent force within leading corporations. This is combined with a pragmatic assessment of the many challenges involved in making it a reality within an organization.

The first UK title of substance to examine this area in depth
Gives a clear view of the latest thinking and techniques as employed by leading companies internationally
Contains a wide base of up-to-date cases and examples taken from the authors' international consulting activities ... Read more

Book Description

Book Description

'Marketing in Japan' is ideal for executives wanting a 'hands-on' guide to entering the Japanese market.
If you are already operating any kind of business venture either in Japan or with Japan, or if you hope to do so in the future, this book is for you. It provides business people with all the necessary information about business, including marketing and distribution in Japan.


Few Westerners have as thorough and distinguished a background in different areas of Japanese trade as Ian Melville; in addition to several years of exporting to Japan, he teaches Japanese business at Tokyo's Sophia University completing a PhD in the subject at Tokyo University.
Marketing in Japan is an important book that will ensure that readers become well equipped to deal with increasing their business in Japan.

Aimed at firms of all sizes wishing to enter or expand in Japan.
Is written by someone who has already been successful in this area.
Focus is on the mechanics of marketing and distribution, not generalities about the market. ... Read more

Reviews (2)

Appalling waste of money
Badly written, badly structured, and of minimal practical use. Despite the blurb - it is difficult to believe that the author can have done business in Japan. The information content is shallow and in many cases the author clearly fails to understand what he is talking about. Originally, I wondered if I was overreacting, but having talked to some friends who also bought the book looking for information and insights into marketing in Japan, it became clear that this book is really that bad. Do not bother with this book.

Never been a better time for foreign Co's to set up in Japan
CRACKING 'FORTRESS JAPAN' Secrets to marketing success The Japan Times Book Review 8 June 1999 MARKETING IN JAPAN, Reviewed by DAVID GILLESPIE Staff writer There has never been a better time for foreign companies to set up a business in Japan: Rents and salaries are low, consumers now demand greater variety with lower prices, the government is starting to deconstruct some of its fortress of regulations, potential rivals are weak, plus Japanese companies are short of funds and are tying up with overseas firms at an unprecedented pace. When the world's second-biggest consumer market stumbles for the first time in a quarter of a century, it's time for large and small Western firms to take advantage of it, says Ian Melville, author of "Marketing in Japan." Backing up his claim, direct investment by foreign companies in Japan hit a record high of 1,340 trillion yen in fiscal 1998, with foreign firms making 1,542 investments, up 241 over the previous year, reports the Finance Ministry. Melville holds no illusions about the difficulty of breaking into the market here. He believes, however, that Japanese business has historically been drastically under-studied and much more information is needed in order to succeed in doing business here. Fortunately, this timely book does much to fill the void. Divided into three parts, it begins by looking at Japan's business roots "in order to more fully understand its current business behavior-people routinely misunderstand Japan because they lack this breadth of knowledge." This section also includes current business organizations and much on the transformation financial markets are undergoing. Part 2 focuses on setting up a business in Japan, the importance of quality, hiring then retaining local staff, and networking. The final and largest section is devoted to a detailed look inside the Japanese market. The book's contents are clearly intended for would-be vendors, as "anyone can buy from the Japanese but foreigners come unstuck trying to sell to them." Melville certainly knows what he is talking about. A New Zealander now residing in Tokyo, he began exporting to Japan some 14 years ago, handling such items as canoes, antique jewelry and motorbikes. Working independently, he gained firsthand experience in the right ways to export to Japan, how to set up a company, interact with customers, as well as the distribution system, and market his products. The author then turned to academia, lecturing in Japanese business and the economy at Tokyo's Sophia University and MITI's Institute of Developing Economies while completing a Ph.D. in Japanese business at Tokyo University. "Marketing in Japan," however, is a clear, well-written book and not a grandiloquent "academic tome." Along with many pertinent case studies and its "how-to" advice, the book highlights cultural and social differences in business practices while demolishing some myths along the way. For example, while acknowledging the controversial features of Japan's distribution system in the eyes of foreigners, the author feels it is not the distribution system but the proliferation of small stores that has been costly: "The Japanese actually have a rather efficient distribution structure to cope with this situation." In addition, "its social base provides benefits for Japanese business and society." The latter plays a crucial role in commerce: "For those entering Japan, the most basic thing to remember is that Japanese business is fundamentally social. Social or cultural aspects are often seen by Westerners as an appendage to the main field of business activity. However, the social domain is the base supporting, and is interwoven with, economic and other aspects of business in Japan. Understanding its social features is basic to understanding Japanese business, and especially to understanding problems Westerners have with it." Melville's insights will not only help businesspeople realize what the difficulties are, they should also help foreign executives avoid the pitfalls and enjoy "the golden opportunities the recession presents." ... Read more

Book Description

International Marketing, 6e is a comprehensive, up-to-date introduction to international marketing designed for use in undergraduate or graduate courses.Jain accurately portrays today's field with clarity and complete coverage to provide students with a managerial perspective, based on economic theory and practice.This text is noted for its excellent readability, documentation, and good use of charts, graphs, cases, and examples that hold the student's interest.Additionally, this text thoroughly examines important topics of international marketing and how they relate to world wide business:environment, tactical and strategic issues, planning and control. This unique approach goes beyond a purely developed world perspective with illustrations and examples relating to Third World countries as well. ... Read more

Book Description

Hailed as an indispensable resource (Booklist), this guide to business success on foreign ground features the latest facts and figures, including the changes in trade status with China and Vietnam

Free trade is thriving worldwide--which means good business for American businesses.But when Americans recoil at kisses on the cheek from a Brazilian or invite an Egyptian to lunch during the month of Ramadan, they face an undeniable fact:successful trade abroad demands a firm grasp of not only economic, but political and social forces.Thoroughly revised and updated, this guide gives global deal-makers the insights to avoid cultural gaffes and forge strong alliances.

Here are candid snapshots of the USA's top trading partners, including an all-new chapter on Vietnam.Whether their target country is China (including Hong Kong), Germany, or Mexico, readers will get the lowdown on business prospects, including population growth, age breakdown, per capita income, marketing regulations, and overall risk rating.They'll also learn crucial cultural factors, including negotiating style, sanctioned topics of conversation, perceptions of time and punctuality, holidays, and standard work hours.And from business travelers who've been there, they'll get telling notes on dressing and behaving for success, plus notorious faux paus.

Complete with passport and visa requirements, samples of key documents, and helpful websites, DUN & BRADSTREET'S GUIDE TO DOING BUSINESS AROUND THE WORLD holds the keys to international trading with skill and confidence. ... Read more

Reviews (4)

Not up to the authors' prior standard
When I saw the authors were the authors of "Kiss, Bow, or Shake Hands" I immediately bought this book. It was disappointing, because the authors have shown they can write good books.

The biggest problem is with keeping current. (The authors allude to this issue in their preface.) This book was based on 1999 material and published in 2001. There's a lot of material that has very limited shelf-life, such as a list of government officials in Italy. They publish a list of national holidays for each country, listing both date and day of the week. (Where was their editor?) Obviously that information is only good for one particular year.

Treatment is superficial in many aspects. Under "currency" they only state the name of the currency, with no reference to pegging or exchange rate volatility. Under "Intellectual Property Rights" they discuss the treaties the country has signed. You would never learn there is an intellectual property issue in China from reading this book, because China has signed all pertinent treaties.

Their treatment of cultural issues is not structured. They list five cultural tips per country. These tend to focus on manners issues such as being (or not being) on time. I'm more attune to the method that Geert Hofstede uses in his books where he defines a cultural trait, discusses its implications, and then states how strong that cultural trait is in the country. For example, Hofstede introduces "power distance" as a measure of hierarchy and respect for authority. He then discusses implications for the decision making and negotiation processes. Finally, he gives the scores for each country, leaving the reader to draw conclusions. The authors of this book do discuss one cultural trait for all countries, defined as "Time." To them it means attitudes toward promptness. There is no discussion of the inverse relationship between attention to promptness and flexibility in scheduling, which is a hugely important issue in buying or selling.

Finally, and this is a personal issue because I am a purchasing consultant and educator, there is a heavy emphasis on selling in other countries but almost no attention to buying there. They could have given GSP-status for imports into the US, for example.

I recommend spending your money elswhere. Buy "Kiss, Bow" to learn about manners issues. Get "Culturegrams" to get annually updated information on history and geography. If you really want to study a country it will take more depth and more current material than this book carries.

A musta have for the international businessman!
If one is interested in doing business internationally, then this book in question, i.e., Dun & Bradstreet's Guide to Doing Business Around the World by Terri Morrison, et al, is a must have have. In this book the author presents a plethora of useful information, e.g., negotiating styles, investment climate and protocol, to mention a few. The book is well written and Dun & Bradstreet is a venerable company with a long and distinguished history for exellence.

An Incomparable Source of Information and Commentary
Here is the best single-source I have come across thus far which provides information about trade opportunities, tariffs, risk factors, negotiating styles, investment climate, protocol, and cultural tips. (I refer to the revised and expanded version.) The authors discuss 40 countries (in alphabetical order, from Argentina to Venezuela), then provide five appendices: Contracts and Websites, Documents Used in International Trade, Abbreviations of International Organizations, Corruption & Bribery Index, and Conversion Factors. I am now convinced that almost every company throughout the world will eventually become involved, directly or indirectly, with e-business. Here is a comprehensive guide which contains invaluable information and hard-headed recommendations based on real-world experience. Other volumes are now available which provide more information about a single county (eg Stuttard's superb The New Silk Road whose subject is China) but none, to my knowledge, which is comparable in terms of global coverage.

Excellent resource for U. S. exporters of all sizes.
This book provides valuable information on the social, political, economic and marketing aspects of the 40 major trading partners (countries) of the United States. It rates the credit worthiness of each country based upon its trade and monetary policies, climate for foreign investment, import duties and taxes, political climate, and attitude towards protection of intellectual property rights. It does an excellent job of addressing the cultural aspects of doing business abroad. Our staff uses it often as a resource for conducting international market research and working with consulting clients. Recommended for purchase by John R. Jagoe, Director, Export Institute ... Read more

Book Description

This fourth edition has been written in response to the rapid changes occurring in international marketing and the growth in importance of international markets to companies of all sizes. The key factors driving change, including major technological advances and lowered costs in communications, the emergence of e-commerce, improvements in transportation and logistics, continued lowering of barriers to trade and investment, the growth of international alliances and the increasing globalization of business are examined. This book is focused on primarily on the marketing decisions and management processes involved in developing export and other international marketing operations.

While the exporting focus remains for this fourth edition, more extensive material on other forms of entry and methods for evaluating market entry strategy and provided. This text is ideal for undergraduate and postgraduate courses in International Marketing or Export Marketing/International Trade. It can also be used as a supplementary text on International Business courses and as a useful source of reference to even the most experienced practitioners. For tutors there is an Instructor's Manual and overhead transparency files to accompany this text. The Instructor's manual includes, for each chapter, a teaching outline, answers to the end-of-chapter questions, answers to the end-of-case questions, and some objective questions for use in examinations. ... Read more

Book Description

Global Account Management (GAM) is a manifestation of a fundamental shift in the way in which people do business. It requires companies to adopt a radically different approach to dealing with their key accounts. If they are to operate as truly global suppliers they must adopt new organizational forms and competencies, implement new systems and procedures, develop new strategic goals, take account of cultural diversity, and above all, either recruit or develop a new type of account manager. This important new book gives practical guidance, along with all the necessary business models, to show them how. ... Read more

Book Description

Consider These Facts

• Today, ethnic Americans--African-Americans, Asian-Pacific-Americans, and Hispanic-Americans--make up 25 percent of the U.S. population. By 2010 this figure will be 33 percent; by 2040, it will be 53 percent.
• Ethnic Americans are increasing in population seven times as fast as nonethnic Americans.
• The spending power of ethnic Americans has doubled over the past decade--to well over $1 trillion.

• As recently as 1997, only 1 percent of American marketing dollars was spent for advertising directly to ethnic Americans.

Reviews (1)

valuable resource
A very valuable resource. It includes all the relevant stats, and research to build a business case for increasing your ethnic marketing budget. If you are having a hard time getting buy-in from senior management for your ethnic marketing initiatives, this book is great ammunition. ... Read more