Packed with innovative ideas, unique research, and entertaining examples, this pathbreaking book is an essential source for business owners, corporate executives, and marketing professionals. Bishop explains how to play the global field by utilizing more than 50 digital and on-line marketing tools. Includes an analysis and rating of the top 50 trading nations.
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Most Helpful Customer Reviews
11 of 12 people found the following review helpful:
3.0 out of 5 stars
More global marketing than "digital marketing",
By A Customer
This review is from: Global Marketing for the Digital Age: Globalize Your Business With Digital and Online Technology (Hardcover)
I was looking for a book that would help me understand what I needed to both consider and execute in order to sell internationally on the internet.The book helps somewhat with what to consider - having some good rankings of countries and their relative abilities to accept/use the internet and internet based purchasing. However, the book doesn't really tell me how to sell; fulfill orders, manage exports/imports at the nitty-gritty level that I need. I know there are many anecdotal accounts of the buying habits of individuals in different countries that might help me avoid some pitfalls in marketing to them. I found very few of those in this text. The text is at a very high level. It provides a framework for thinking about marketing globally. However, aside from the country rankings, I found the actual content to be somewhat superficial. Another book that takes a more nuts and bolts approach is "How to build a Successful International Web Site" by ! Mark Bishop. However, that is at a very rudimentary level as well. Another text designed to help you sell on the internet is "Selling on the Internet" by Gonyea and Gonyea. This has a helpful "Storefront Planning Worksheet" that helps organize the development. I still have not seen an overwhelmingly impressive book on the subject. Most texts just help you get foot on the first rung of a ladder but you still have to climb the rest of the way yourself.
1.0 out of 5 stars
Dated and disappointing,
By
This review is from: Global Marketing for the Digital Age: Globalize Your Business with Digital and Online Technology (Paperback)
This book promises to teach you how to "Globalize your business with digital and online technology". Unfortunately the book was first published in 1998, so the information is at least four years old. Furthermore, the author is much too pedantic for my tastes. (He begins chapter 1 : "In the eigth century B.C., when Homer wrote the The Odyssey ...). If you are interested in expanding to international markets via the Internet, this book is unlikely to help.
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