International Marketing

  1. Global Marketing Communications
    1. International Promotion Mix
      1. Advertising
        1. Sales Promotion
          1. Public Relations
            1. Personal Selling
              1. Direct Marketing
                1. Digital Marketing
                2. International Advertising
                  1. Advertising Strategy Development
                    1. Advertising Objectives
                      1. Target Audience Definition
                        1. Message Strategy
                          1. Media Strategy
                          2. Standardization vs. Adaptation
                            1. Global Advertising Campaigns
                              1. Localized Advertising
                                1. Pattern Standardization
                                2. Creative Strategy
                                  1. Message Appeals
                                    1. Rational Appeals
                                      1. Emotional Appeals
                                        1. Moral Appeals
                                        2. Creative Execution
                                          1. Testimonials
                                            1. Slice of Life
                                              1. Lifestyle
                                                1. Fantasy
                                                2. Cultural Considerations
                                                  1. Language Translation
                                                    1. Cultural Symbols
                                                      1. Color Meanings
                                                        1. Religious Sensitivities
                                                      2. Media Planning and Selection
                                                        1. Media Availability
                                                          1. Traditional Media
                                                            1. Digital Media
                                                              1. Emerging Media
                                                              2. Media Characteristics
                                                                1. Reach and Frequency
                                                                  1. Cost Efficiency
                                                                    1. Audience Profile
                                                                    2. Media Usage Patterns
                                                                      1. Cultural Differences
                                                                        1. Economic Factors
                                                                          1. Technological Infrastructure
                                                                        2. Advertising Regulation
                                                                          1. Self-Regulation
                                                                            1. Industry Codes
                                                                              1. Voluntary Guidelines
                                                                          2. International Sales Promotion
                                                                            1. Sales Promotion Objectives
                                                                              1. Trial Generation
                                                                                1. Repeat Purchase
                                                                                  1. Brand Switching
                                                                                    1. Customer Retention
                                                                                    2. Sales Promotion Tools
                                                                                      1. Consumer Promotions
                                                                                        1. Coupons
                                                                                          1. Rebates
                                                                                            1. Contests and Sweepstakes
                                                                                              1. Sampling
                                                                                                1. Premiums
                                                                                                2. Trade Promotions
                                                                                                  1. Trade Allowances
                                                                                                    1. Cooperative Advertising
                                                                                                      1. Trade Shows
                                                                                                        1. Sales Contests
                                                                                                    2. International Public Relations
                                                                                                      1. Public Relations Objectives
                                                                                                        1. Corporate Image Building
                                                                                                          1. Crisis Management
                                                                                                            1. Product Publicity
                                                                                                              1. Community Relations
                                                                                                              2. Public Relations Tools
                                                                                                                1. Press Releases
                                                                                                                  1. Press Conferences
                                                                                                                    1. Special Events
                                                                                                                      1. Sponsorships
                                                                                                                        1. Corporate Social Responsibility
                                                                                                                        2. Managing Global Public Relations
                                                                                                                          1. Centralized vs. Decentralized Approach
                                                                                                                            1. Local Adaptation
                                                                                                                              1. Crisis Communication
                                                                                                                            2. Personal Selling and Sales Management
                                                                                                                              1. International Sales Force Management
                                                                                                                                1. Sales Force Structure
                                                                                                                                  1. Geographic Organization
                                                                                                                                    1. Product Organization
                                                                                                                                      1. Customer Organization
                                                                                                                                      2. Recruitment and Selection
                                                                                                                                        1. Local vs. Expatriate Sales Personnel
                                                                                                                                          1. Selection Criteria
                                                                                                                                            1. Recruitment Sources
                                                                                                                                            2. Training and Development
                                                                                                                                              1. Product Training
                                                                                                                                                1. Cultural Training
                                                                                                                                                  1. Sales Skills Training
                                                                                                                                                  2. Compensation and Motivation
                                                                                                                                                    1. Compensation Plans
                                                                                                                                                      1. Incentive Systems
                                                                                                                                                        1. Performance Evaluation
                                                                                                                                                      2. Cross-Cultural Selling
                                                                                                                                                        1. Cultural Adaptation
                                                                                                                                                          1. Relationship Building
                                                                                                                                                            1. Negotiation Styles
                                                                                                                                                          2. Digital Marketing and Social Media
                                                                                                                                                            1. Digital Marketing Strategies
                                                                                                                                                              1. Search Engine Marketing
                                                                                                                                                                1. Social Media Marketing
                                                                                                                                                                  1. Content Marketing
                                                                                                                                                                    1. Email Marketing
                                                                                                                                                                      1. Mobile Marketing
                                                                                                                                                                      2. Social Media Across Cultures
                                                                                                                                                                        1. Platform Selection
                                                                                                                                                                          1. Content Localization
                                                                                                                                                                            1. Community Management
                                                                                                                                                                              1. Influencer Marketing
                                                                                                                                                                              2. Global SEO and SEM
                                                                                                                                                                                1. Multilingual SEO
                                                                                                                                                                                  1. Local Search Optimization
                                                                                                                                                                                  2. E-commerce Marketing
                                                                                                                                                                                    1. Online Marketplace Strategies
                                                                                                                                                                                      1. Cross-Border E-commerce
                                                                                                                                                                                        1. Mobile Commerce
                                                                                                                                                                                          1. Payment Systems

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                                                                                                                                                                                      7. Global Distribution and Logistics

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                                                                                                                                                                                      9. Organization, Implementation, and Control of Global Marketing