International marketing
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Article • Reno L. Davis-Yue , WARC Exclusive, Spotlight China, December 2020
Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Case Study • IPA (UK), Gold, Best Use of Data and Best New Learning, IPA Effectiveness Awards, 2020
Opinion • Graham Staplehurst, September 2020
Case Study • Marketing Society, The Brave Awards, Winner, Enhancing the Customer Experience, 2020
Case Study • Marketing Society, The Brave Awards, Winner, Digital Marketing, 2020
Case Study • Marketing Society, The Brave Awards, Winner, Business to Business, 2020
Case Study • Marketing Society, The Brave Awards, Shortlisted, 2020
Case Study • Marketing Society, The Brave Awards, Highly Commended, 2020
Case Study • Marketing Society, The Brave Awards, Shortlisted, 2020
Case Study • Selim Bdioui, WARC Awards, Entrant, Effective Innovation, 2020
Case Study • Cristina Buenaventura, Benedict Santiago, Andi Olbés, WARC Awards, Entrant, Effective Content Strategy, 2020
Case Study • Michael Brathwaite, Daisy Qin, Karlina Bear, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020
Case Study • Courtney Lock, WARC Awards, Bronze, Effective Content Strategy, 2020
News • 02 March 2020
Article • WARC Best Practice, February 2020
Case Study • Ivan De Santis, Paolo Damato, Gabriele Legramandi, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019
Case Study • Mimi Lu, Leslie Yu, Eliza Poor, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019
Case Study • WARC Cases, Creative Effectiveness Winner, 2019 Spikes Asia
Case Study • Mainak Bag, WARC Prize for Asian Strategy, Entrant, 2019
Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019
Case Study • SABRE Awards, South Asia, Marketing to Consumers (New Product), 2019
Case Study • SABRE Awards, South Asia, Media, Arts & Entertainment, 2019
Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
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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.