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Business Without Borders: A Strategic Guide to Global Marketing REPOST

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Donald A. DePalma, «Business Without Borders: A Strategic Guide to Global Marketing»
Wiley | ISBN 0471204692 | 1st edition (May 1, 2002) | PDF | 2 Mb | 256 pages



info: /http://www.amazon.com/exec/obidos/ASIN/0471204692


Summary:
From the Inside Flap
"If I’m selling to you, I speak your language. If I’m buying, dann müssen Sie Deutsch sprechen."
–Willy Brandt

Before the Web, only giants such as Ford, McDonald’s, Volkswagen, and Sony had the resources and infrastructure to serve and market to a global community. Now, thanks to the power of the Internet to transcend space, time, and borders, virtually any company can market its products or services anywhere in the world. However, as global Web-marketing expert Don DePalma explains in this groundbreaking guide, just having a Web site isn’t enough–in order to make your company a global player, you’ve got to think globally and interact locally. In Business Without Borders, he shows you how.

A top international consultant specializing in globalization, DePalma has consulted e-business leaders on the online strategies of some of the most visible e-business successes. In Business Without Borders, he draws upon his experiences and those of practitioners at Travelocity, Ducati, Lands’ End, Procter & Gamble, and others to describe global e-business best practices. He also analyzes several online failures to explain why it takes more than a lot of high-tech bells and whistles to successfully compete online in foreign markets.

Business Without Borders is the definitive how-to guide for marketing professionals ready to take the leap into global Web marketing. The emphasis throughout is on the nuts-and-bolts issues marketers and their support staff must master in order to launch a successful global initiative–from selling ideas to a budgetary committee or board of directors; deciding on which countries or cultures to enter; finding and working with translation and localization specialists; to measuring the ROI of global Web marketing efforts, it covers all the practical bases clearly, succinctly, and thoroughly. Business Without Borders also features a chapter devoted to educating developers and tech-support staff in foreign character sites, currencies, date formats, and other technical details that can compromise even the best-laid globalization plans.

The Internet has given birth to an "Eighth Continent"–a vast virtual landscape without borders, and populated by nearly a billion consumers. Read Business Without Borders and learn how to seize the untold business opportunities awaiting there.

Back Cover Copy
Praise for Business Without Borders

"Don DePalma has provided us with the most comprehensive guide for corporations to compete in the era of globalization. Business Without Borders is an outstanding contribution to managing in the global era, with practical information on the skills and knowledge needed to become an effective player in the global marketplace. This is a must-read for managers who seek to lead their corporations in the knowledge-based economy."
–Abbas J. Ali, PhD, Executive Director of American Society for Competitiveness
Professor and Director
School of International Management
Indiana University of Pennsylvania

"Don goes head-on at one of the most difficult challenges facing large corporations–and comes up with fresh, actionable advice. It’s clear that the next economic war will be fought on the ‘Eighth Continent’–this book reveals the strategies that will win the coming battles."
–George F. Colony, Chairman and CEO
Forrester Research, Inc.

"Now more than ever, managers need to make a strong business case for targeting global markets. Don DePalma writes from first- hand experience with dozens of companies, and he expertly weighs the challenges and the benefits of ‘going global.’ Business Without Borders provides essential insights and analysis that will help any size corporation craft a rewarding international strategy."
–Mary J. Cronin, PhD
Professor of Management, Boston College

About the Author
DONALD A. DePALMA, PhD, is a former principal analyst at Forrester Research in Cambridge, Massachusetts, founder of the consultancy Common Sense Advisory, Inc., and executive at enterprise software companies Idiom Technologies and Interbase Software. He serves as an advisor to the Localisation Industry Standards Association in Switzerland and has contributed to publications such as E-Business Advisor, Target Marketing, ZDNet, and Multilingual Computing. DePalma has been quoted in The New York Times, The Wall Street Journal, the Financial Times, Red Herring, and other international publications. One of today’s most sought-after experts on global e-business, he has been a featured speaker at the Direct Marketing Association, the Globalization Management Conference, and other leading industry organizations and symposia.



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