Topic:
How to develop a global brand marketing strategy
WHEN:
May 27th
Presenter:
Michael Peter
Presenter Introduction:
He is a teacher at the University of Applied Sciences for Design and Communication in Hamburg, Germany. He has a master's degree in sociology and a master's degree in national economics from the Free University of Berlin, and was a senior marketing insight and planning manager at British American Tobacco.
Workshop content:
He then used Disney in Paris as an example to show the advantages and disadvantages of standardized marketing and localized marketing, while using Dunhill as a positive example to illustrate in detail that its success was due to its in-depth understanding of the preferences and habits of local residents and its acquisition of small companies to expand its influence and sales volume. The purpose was to expand its influence and sales volume. In addition, the professor also mentioned the factors that need to be considered as a manager of an international company.
English