Building an international brand
Determining the need/possibility for expansion to a global market : what makes a global brand?
Benefits and risks of expansion to a global scale
Entering the global marketplace
Cost effectiveness of entering the global market : risk vs. reward
International vs. domestic marketing plans
Understanding an international market
Languages of an emerging market
Determining a market strategy for new target markets
The cultural facade : knowing a culture from the inside out
Segmenting a global market
Emerging markets : where to focus the brand
Identifying product opportunities within emerging markets
Government barricades : establishing a presence in a more restrictive government
NAFTA-EFTA-WTO : their impact on a global marketing plan
Identifying legal issuse : taxes and insurance
Global altruism - marketing to least developed countries (LDCs)
Determining trustworthy intelligence
Product distribution : exporting vs. building in a new market
Adjusting the marketing mix
The Internet and its effects on the global market
Impact of a global economic recession
Managing a brand across multiple markets
Measuring the global marketing effort
Global brand success stories
Global marketing failures.
