International marketing
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Case Study • DMA (UK), Gold, 2020
News • 11 January 2021
News • 05 January 2021
News • 24 December 2020
News • 15 December 2020
Article • Holger E. Metzger , WARC Exclusive, Spotlight China, December 2020
Article • Greg Sutcliffe, WARC Exclusive, Spotlight China, December 2020
Article • Jidi Guo, WARC Exclusive, Spotlight China, December 2020
Opinion • Jenny Chan, December 2020
Article • Jeanette Phang , WARC Exclusive, Spotlight China, December 2020
Article • Sen Lin, WARC Exclusive, Spotlight China, December 2020
Article • Reno L. Davis-Yue , WARC Exclusive, Spotlight China, December 2020
News • 04 December 2020
News • 03 December 2020
News • 20 November 2020
News • 18 November 2020
News • 10 November 2020
News • 05 November 2020
Opinion • Stephen Whiteside, October 2020
Article • Stephen Whiteside, Event Reports, Lions Live, October 2020
News • 13 October 2020
Article • Josh Gardner, Kung Fu Data, WARC Trends, October 2020
Case Study • IPA (UK), Gold, Best Use of Data and Best New Learning, IPA Effectiveness Awards, 2020
Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Opinion • Graham Staplehurst, September 2020
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Research Paper • Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999
This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development. -
Article • Doreen Wang, WARC Best Practice, October 2018
Provides insight into the behaviours and attitudes of customers in China and successful brand strategies that will give valuable guidance to any business that wants to enter the market. -
Article • Nick Kendall, WARC Best Practice, October 2016
This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy. -
Article • WARC Best Practice, February 2020
Explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures. -
Article • Alessandra Cotugno and Sue Mizera, WARC Best Practice, April 2017
This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures. -
Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020
HSBC, the financial-services provider, undertook a rebranding exercise that aimed to reflect its internal culture of being a diverse, international organization, while remaining locally relevant.