Understanding how to market yourself across the globe means big bucks for today’s big businesses.
Learning how to present yourself positively and to place yourself strategically within a target country often means the difference between success and failure.
I recently penned some musings about the privitization of cultural diversity in a blog post; the central theme being that politics and politicians don't know how to handle the boiling hot potato that is multiculturalism. The result, I predict, will be the private sector championing cultural diversity and multiculturalism with the politicians glady handing responsibility over.
To summarise the blog, I believe the private sector see the failings of politicians to positively engage and counteract the harmful anti-difference agenda as bad for business.
Marketing is perhaps one of the trickiest elements to get right when taking your business or product into new and unchartered territories.
Language, culture, local practices and many other factors heavily influence success or failure.
"Culture is a like dropping an Alka-seltzer into a glass - you don't see it, but somehow it does something."
Hans Magnus Enzensberger
What can movie trailers teach us about cultural differences in advertising and marketing?
A lot argues interculturalist, Désirée Gergen, in her blog for the Culture Vulture.
A number of American marketing and advertising companies have come together to start a new organization that aims to encourage cross-cultural marketing: a sign of changing directions and prioritizations within the marketing world perhaps?
