Emerging Issues in Global Marketing
Disruptive digital technologies and the expectations of globally-connected consumers are forcing firms to adjust and innovate. Interconnected consumers have broken down the barriers between global and local marketing; as a result, companies must carefully calibrate local, regional, and global multi-channel campaigns. But what happens when global marketing ideas fail to translate to the local level?
In this Global Check-in webinar, a panel of three experts will help attendees make sense of key emerging issues in global marketing and identify risks and opportunities.
Participants will learn about:
- A road map to going global, based on a case study of one Québec firm’s experiences
- How to develop a “glocal” strategy that coherently lays out what needs to be globally consistent versus locally responsive
- How to lead global marketing teams and drive results without losing global brand authenticity
- How Budweiser grew from a five-country/five different "Buds" brand worth $4 billion to a global brand worth $7 billion