VEChannel Event Profile

Meeting the Challenge of Multicultural Marketing Communications

The globalization of commerce in the 21st century presents vast market opportunities for growth, but as the world order evolves, so must the methods of doing business in the global economy. The three main drivers for this change are a newly restructured and convertible European community; a continuously expanding and evolving Asia; and significant challenges presented by dynamic emerging regional brands. It is only by understanding the customers own unique cultural perspective and value system and delivering effectively localized communications to suit each targeted culture that global companies can win the market edge in the 21st century. The Wordbank presentation outlines the market opportunity for global companies and provides practical tips for localizing three main types of marketing communication: Global advertising campaigns ensuring that creative concepts, headlines and copy are suitably adapted for local markets and their cultures Direct marketing campaigns ? understanding the importance of using the correct salutations, address and date formats, and copy style for the audience Website globalization ? the architecture, linguistic and technical implications of design All you need to attend is : A 56Kbps Internet connection or better Netscape 4.x or Internet Explorer 4.x (AOL users: AOL5.0 and above only) A separate telephone line for the audio or a sound card and speakers for the Internet phone session. The WebEx Event Manager installed before the event at http://amawebcasts.webex.com under " Set Up . NOTE: This plugin will automatically install unless your browser has high security settings. A Windows PC or Apple Mac OS X or higher

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