Global Brand Management
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Global Brand Management
How global can a brand be, how local must it be.
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B2B Marketers Build More Detailed Buyer Personas To Fine-Tune Targeting - Demand Gen Report

B2B Marketers Build More Detailed Buyer Personas To Fine-Tune Targeting - Demand Gen Report | Global Brand Management | Scoop.it
As B2B marketers become more data-driven, they should rely on a mix of marketing automation and their individual interactions with prospects to formulate personas.
“Many companies put automation systems in place, then don't understand how to use it,” said Tony Zambito, an authority on buyer personas. “It's important to first understand the qualitative information, understand the context of how buyers are making their decisions.”
Trial and error can help improve buyer personas accuracy, according to Zambito. “Understanding this context is crucial, because then it makes any and all quantitative data make sense. Marketing falls into a trap when heavily emphasizing on forecasting and automation, need to focus on what they already have and continue.”

 

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Via CYDigital
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CYDigital's curator insight, December 11, 2014 9:42 AM

The post also delves into how predictive can uncover matching personas based on social signals, comps, etc. Not entirely certain this works, and I'd argue that a framework is needed to which known and unknown records are compared, e.g., Myers-Briggs.

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Business Website Development Trends for 2012

Business Website Development Trends for 2012 | Global Brand Management | Scoop.it
Brand Management: Know your "brand" and manage it with your site. The look of your site should clearly show the image your are trying to reflect for your business. Fonts: choosing the right font allows readers to easily read ...
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5 trends in global web operations - iMediaConnection.com

5 trends in global web operations - iMediaConnection.com | Global Brand Management | Scoop.it
RT @FranFarrell: RT @Lionbridge: global vs.local Can corporate marketing ensure consistent global brand?
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Understanding cultural differences in global research | IDM ...

Understanding cultural differences in global research | IDM ... | Global Brand Management | Scoop.it
Cultural differences are often the basis for international marketing communications as well as global brand management strategies, as they have a marked influence on purchasing decisions (remember, people don't leave their emotions, values and...
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Pearson Warns on Operating Profit - Wall Street Journal

Pearson Warns on Operating Profit - Wall Street Journal | Global Brand Management | Scoop.it
shropshirestar.comPearson Warns on Operating ProfitWall Street JournalPearson is dominated by its large North American education division.
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Interview | Scott Kraege Alleviates Mobile Pain for Education ...

Bring Your Own Device programs, IT policies and strategies in the K-12 and higher education sectors are all the purvey of Scott Kraege, an expert in the space and co-founder of MOBI wireless management.
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The attractiveness of the “Made in Germany” | Stock Market Today

as Europe's most powerful industrial countries, the quality of the charm of “Made in Germany” has been to attract Chinese companies, how to become a competitive factor in its own brand? the the Sany , , Shenyang Machine Tool ...
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OpenText’s Global Brand Management Solution Helps Companies Deliver a Consistent Brand Worldwide : Sun Solar Electric

OpenText’s Global Brand Management Solution Helps Companies Deliver a Consistent Brand Worldwide : Sun Solar Electric | Global Brand Management | Scoop.it
;P OpenTexts Global Brand Management Solution Helps Companies Deliver a Consistent Brand Worldwide http://t.co/uJFJuSQX Worldwide...
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IT education hardware sector sees growth - ChannelBiz

IT education hardware sector sees growth - ChannelBiz | Global Brand Management | Scoop.it
Marketnews.caIT education hardware sector sees growthChannelBizThe rise of tablet, netbook and notebook use in schools has had a positive impact on the IT hardware in education market, analysts have said.
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Politics and Education Don't Mix - The Atlantic

Politics and Education Don't Mix - The Atlantic | Global Brand Management | Scoop.it
The AtlanticPolitics and Education Don't MixThe Atlantic... but arguments for or against the free market may be misguided if we fail to address bureaucracy's corrosive role in the business model.
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Indian B-schools on a high-growth mode | mydigitalfc.com

Indian B-schools on a high-growth mode | mydigitalfc.com | Global Brand Management | Scoop.it
Management education institutions are on a high-growth mode to widen their horizons. Improvement in communication technologies is helping B-schools provide quality education at affordable prices to the masses.
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