Feature of the Month: International Marketing & Media
The rapid change in technology is sure to keep those who deal in media and international marketing on their toes. Who could have predicted a decade ago the prominence that mobile computing would play, or even the role of social media in everyday life. These types of unforeseen developments have provided both challenges and opportunities to those in charge of marketing their product.
Shifts in international marketing and media in general have been observed throughout time. The radio was replaced by television and now television is increasingly competing with the internet. Each medium presents its own particular challenge and demographic to consider. In the years 2000-2012 the connectivity of the world to the internet grew at nearly 566 percent. With almost one third of the world now connected to the internet the strategy of marketing and the media has to be altered to accommodate this shift.
The majority of those now on the internet are from outside of North America and almost half are from Asia. This presents companies that now market heavily on the internet a challenge. Cultures across the world are extremely diverse and with a global audience companies must be aware of the message they are sending to each corner of the globe.
Featured Resources
globalEDGE: Media and Communications Industry
Media and communications is a collection of companies involved in telecommunications equipment and services, television and radio broadcasting, motion picture/video production, and publishing. The media and communications industry makes the world a smaller place by entertaining, informing, and connecting people around the world.
Category: Industry
Innovations-Report: Communications Media
Engineering and research-driven innovations in the field of communications are addressed here, in addition to business developments in the field of media-wide communications. Innovations-Report offers informative reports and articles related to interactive media, media management, digital television, E-business, online advertising and information, and communications technologies.
Category: Media and Communications
Featured Academy
Developing a Marketing Plan
This module was created in cooperation with the U.S. Commercial Service and is the third chapter of the book A Basic Guide to Exporting. In this module, we will cover: How to formulate a marketing strategy; researching foreign markets; researching the market through government agencies; researching the market through development agencies; and researching the market by region. A case study on the company Vellus Products is also included.
Category: Exporting
Global Marketing
The Global Marketing module, formerly the Multinational Marketing module, provides one with information on topics including: an introduction to international marketing; issues that face international marketers; some factors that determine whether or not a company should attempt a global strategy; and the issues related to product, placement, promotion, and pricing decisions in a global environment. A case study on Gillette’s use of international marketing strategies when it launched the Mach 3 razor is also included.
Category: Functions
globalEDGE Business Review
"Worldwide Faculty Perceptions of Marketing Journals: Rankings, Trends, Comparisons, and Segmentations"
by Tomas Hult (Volume 3, Number 3, pp. 1-23, 2009)
How does the marketing professorate at the top business schools worldwide rate marketing journals? In this study of 629 faculty members, the authors rank marketing journals using the Popularity/Familiarity and Importance/Prestige Indices.