- Subject index
In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.
Chapter 5: Brand and Consumer Values in Global Marketing
Brand and Consumer Values in Global Marketing
Global marketing is a hot topic. For 20 years, multinational, globalism, and galacticism have been alluring buzzwords that guarantee large attendance at any symposium or meeting. People flock out of a sense of nervous ambition: “If I'm in a relatively mature and stagnant market here at home, can't I make a lot of money cashing in overseas?”
Many companies are truly global and are making money around the world—give or take a few local economic crises. But an equal number seem to struggle and over and over again fall prey to classic kinds of global marketing mistakes. A few recent examples (kept anonymous to protect careers):
- One successful U.S. brand with a ...