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Video: McDonald’s “Glocalization”
Few would disagree that fast-food chain McDonald’s is a master of global marketing. As you watch ...
Approaches to Global Competition
International Coca-Cola: Like many product companies, Coke has used a mix of standardizat...
Entry Strategies in Global Markets
Choosing a Global Entry Strategy Firms typically approach international marketing cautiously. Th...
Globalization Benefits and Challenges
Defining Globalization Globalization is a term used to describe how countries, people and busine...
Why It Matters: Marketing Globally
Why identify issues that organizations face and approaches they use when marketing to different c...
Module 13 Discussion: Marketing Campaign Concept
Instructions Write a post for the Discussion on this topic, addressing the questions below. You ...
Putting It Together: Promotion: Integrated Marketing Communication (IMC)
The readings in this module pulled apart the different pieces of integrated marketing communicati...
Developing a Marketing Campaign and Budget
Planning for Action As you can appreciate at this point—especially after learning about all th...
Measuring Marketing Communication Effectiveness
Why Measure? Measurement is an important aspect of marketing campaigns and other marketing act...
Customer Relationship Management (CRM) Systems and IMC
Using CRM to Support Marketing Communication Earlier in this course we introduced customer relat...
Using IMC in the Sales Process
Through the Looking Glass: Understanding the Sales Process Up to this point, we’ve emphasized th...
Guerrilla Marketing
Guerrilla Marketing: Thinking Outside the Box Guerrilla marketing is a relatively new marketing ...
Digital Marketing
Digital Marketing: Inform, Entice, Engage Digital marketing is an umbrella term for using a digi...
Direct Marketing
Direct Marketing: Going Straight to the Customer Direct marketing activities bypass any interm...
Personal Selling
People Power Personal selling uses in-person interaction to sell products and services. This t...
Sales Promotions
Sales promotion helps make personal selling and advertising more effective. Sales promotions are ...
Public Relations
Public Relations: Getting Attention to Polish Your Image Public relations (PR) is the process ...
Advertising
Advertising: Pay to Play A 1900 advertisement for Pears soap Advertising is any paid fo...
Determining IMC Objectives and Approach
Laying the Foundation for Effective Marketing Campaigns To use integrated marketing communicatio...
Defining the Message
Why the Message Matters A clear, consistent message can be the difference between ...