Donald A. DePalma, business globalization analyst with Common Sense Advisory
Marla Chupack, Moderator, American Marketing Association

Are you prepared to go global?  Has your journey already begun?  Entering and expanding into new global markets and growing your company’s reach are no easy tasks.  As a marketer you have to think about how to create locally appealing brands without spending all your money, what aspects of branding, marketing, and sales can (or should) be done locally, and how to increase productivity, efficiency, and reduce spend via centralized resources and technology.
 
In this Aquent-Sponsored webcast, Donald A. DePalma, business globalization analyst with Common Sense Advisory and author of “Business Without Borders: A Strategic Guide to Global Marketing” will outline seven key considerations for marketers charged with managing and maintaining their brands across borders.  

Don is an industry analyst, author, and corporate strategist with expertise in business- and marketing-focused application of technology. He lectures, writes, and is frequently quoted on the topics of online marketing, content management, multicultural marketing, localization, return on investment, and website globalization. Since 2002, he has led Common Sense Advisory's research of the best practices, technology, and professional services that support business globalization.

From his years of advising companies on their globalization plans and expanding their marketing efforts to reach new customers in far off places, Don has witnessed every conceivable misstep you can make when taking a website, sales and marketing promotions, or documentation abroad.
The bottom line: Going global is not just about counting up all the people in various countries, advertising your products in each, and translating a couple of web pages. It takes research, planning, and thoughtful execution. Going global is a strategic business decision – just like the many other strategic decisions you make on a daily basis.
 
From the best practices to the pitfalls, Don will provide insights about marketing in a global environment, including:

• When should you look to international markets?
• How can you maximize the return on your global branding investment with smart choices about target markets?
• How should you think about your brand when marketing globally?
• What can you do centrally, and what should happen locally?

This presentation is ideal for marketing leaders, marketing communications professionals, product managers, and their teams who are entering or expanding into new global markets.

All you need to attend is:

• A 56Kbps Internet connection or better
• A separate telephone line for the audio or a sound card and speakers
• Netscape 4.x or Internet Explorer 4.x + (AOL users: AOL 5.0 and above only)
• Linux Users Please Note: To use the current Java client you will need to update to the latest version of Mozilla 1.7.3.
• The WebEx Event Manager installed before the event Click Here To Set Up.
• NOTE: This plug-in will not install if your browser has high security settings or you do not have administrative rights on your PC.

FREE