- Hardcover: 288 pages
- Publisher: John Wiley & Sons (12 Jun 2002)
- Language English
- ISBN-10: 0471204692
- ISBN-13: 978-0471204695
- Product Dimensions: 23.1 x 16.1 x 2.7 cm
- Amazon Bestsellers Rank: 2,180,495 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Product Description
Features examples of global initiatives by well–known companies such as AOL, Bertelsmann, Coca–Cola, and United Airlines.
- Written by two leading consultants with an in–the–field perspective.
- Explains how to utilize technology to globalize a business.
From the Inside Flap
"If I′m selling to you, I speak your language. If I′m buying, dann müssen Sie Deutsch sprechen."
–Willy Brandt
Before the Web, only giants such as Ford, McDonald′s, Volkswagen, and Sony had the resources and infrastructure to serve and market to a global community. Now, thanks to the power of the Internet to transcend space, time, and borders, virtually any company can market its products or services anywhere in the world. However, as global Web–marketing expert Don DePalma explains in this groundbreaking guide, just having a Web site isn′t enough–in order to make your company a global player, you′ve got to think globally and interact locally. In Business Without Borders, he shows you how.
A top international consultant specializing in globalization, DePalma has consulted e–business leaders on the online strategies of some of the most visible e–business successes. In Business Without Borders, he draws upon his experiences and those of practitioners at Travelocity, Ducati, Lands′ End, Procter & Gamble, and others to describe global e–business best practices. He also analyzes several online failures to explain why it takes more than a lot of high–tech bells and whistles to successfully compete online in foreign markets.
Business Without Borders is the definitive how–to guide for marketing professionals ready to take the leap into global Web marketing. The emphasis throughout is on the nuts–and–bolts issues marketers and their support staff must master in order to launch a successful global initiative–from selling ideas to a budgetary committee or board of directors; deciding on which countries or cultures to enter; finding and working with translation and localization specialists; to measuring the ROI of global Web marketing efforts, it covers all the practical bases clearly, succinctly, and thoroughly. Business Without Borders also features a chapter devoted to educating developers and tech–support staff in foreign character sites, currencies, date formats, and other technical details that can compromise even the best–laid globalization plans.
The Internet has given birth to an "Eighth Continent"–a vast virtual landscape without borders, and populated by nearly a billion consumers. Read Business Without Borders and learn how to seize the untold business opportunities awaiting there.
–Willy Brandt
Before the Web, only giants such as Ford, McDonald′s, Volkswagen, and Sony had the resources and infrastructure to serve and market to a global community. Now, thanks to the power of the Internet to transcend space, time, and borders, virtually any company can market its products or services anywhere in the world. However, as global Web–marketing expert Don DePalma explains in this groundbreaking guide, just having a Web site isn′t enough–in order to make your company a global player, you′ve got to think globally and interact locally. In Business Without Borders, he shows you how.
A top international consultant specializing in globalization, DePalma has consulted e–business leaders on the online strategies of some of the most visible e–business successes. In Business Without Borders, he draws upon his experiences and those of practitioners at Travelocity, Ducati, Lands′ End, Procter & Gamble, and others to describe global e–business best practices. He also analyzes several online failures to explain why it takes more than a lot of high–tech bells and whistles to successfully compete online in foreign markets.
Business Without Borders is the definitive how–to guide for marketing professionals ready to take the leap into global Web marketing. The emphasis throughout is on the nuts–and–bolts issues marketers and their support staff must master in order to launch a successful global initiative–from selling ideas to a budgetary committee or board of directors; deciding on which countries or cultures to enter; finding and working with translation and localization specialists; to measuring the ROI of global Web marketing efforts, it covers all the practical bases clearly, succinctly, and thoroughly. Business Without Borders also features a chapter devoted to educating developers and tech–support staff in foreign character sites, currencies, date formats, and other technical details that can compromise even the best–laid globalization plans.
The Internet has given birth to an "Eighth Continent"–a vast virtual landscape without borders, and populated by nearly a billion consumers. Read Business Without Borders and learn how to seize the untold business opportunities awaiting there.
Inside This Book
(Learn More)
First Sentence
Mira Vozreniya is the chief marketing officer of a U.S.-based company called Acme Widgets Inc. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Mira Vozreniya is the chief marketing officer of a U.S.-based company called Acme Widgets Inc. Read the first page
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Concordance
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
4.9 out of 5 stars (25 customer reviews)
5 of 5 people found the following review helpful:
5.0 out of 5 stars
More than just "Marketing", 18 July 2002
By Val Ziegler - Published on Amazon.com
This review is from: Business without Borders: A Strategic Guide to Global Marketing (Hardcover)
DePalma's book is much more than the sub-title "A Strategic Guide to Global Marketing" implies. It really addresses the strategic and tactical changes a company must go through internally in order to reap benefits from the world-wide marketplace. The first big "thread" that is important to me in the book is that globalizing a company is a process that needs to be worked through - you can't just mandate it into existence. You can't go into the process with the right answers ahead of time - they have to be discovered by going through the process. The second is that the effort requires corporate commitment: it requires a comprehensive and unified view, high-level corporate buy-in and support, and a person accountable for making it all happen. His concept of the Chief Globalization Officer (CGO) is precisely the answer most companies need. I highly recommend the book to globalization neophytes and experts alike.
4 of 4 people found the following review helpful:
5.0 out of 5 stars
Review of Business without borders, 23 Aug 2002
By "wstoeller" - Published on Amazon.com
This review is from: Business without Borders: A Strategic Guide to Global Marketing (Hardcover)
I finely finished reading Don's book and I think it is excellent. Much said is also directly applicable to software localization and global product planning in general. I have not seen any other books addressing these aspect of globalization!I am a 10 year localization veteran and I teach localization at the Localization Institute and the Monterey Institute of International Studies.
4 of 4 people found the following review helpful:
4.0 out of 5 stars
Trekkies Beware -- The Eighth Continent Rules, 3 July 2002
By A Customer - Published on Amazon.com
This review is from: Business without Borders: A Strategic Guide to Global Marketing (Hardcover)
Don does a good job of introducing the budding globalist to the Eighth Continent, i.e. to doing business on the global web. The book will do well as a college text book. Don's style is incisive and entertaining and he lards the book with illuminating examples.
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