Like other fabled cities with long, colorful histories—Hong Kong, Istanbul, and Buenos Aires, to name a few—Singapore’s name can call to mind scenes from old movies: streets filled with teeming crowds, waterfront bars on mist-shrouded harbors, and ornate Edwardian buildings under swaying palms. That was Then—This is Now However, as we all know, today’s Singapore […]
Author Archive: solutions@globalmarcomm.com
Want to be Social in China? It Takes More Than Presenting Your Business Card with Two Hands
In the past, when making a business call in China, it was good form to arrive with a gift tucked under one arm and your business card proffered politely with both hands while you bowed ever so slightly in the direction of your host—a neat trick, if you could manage to stay balanced. Doing business […]
Why Account-Based Marketing Now?
Some are under the impression that account-based marketing (ABM) is a fairly new development. In fact, ABM has been around for nearly 20 years but is only now truly coming into its own. It is particularly significant for practioners of B-to-B marketing at large corporations, whose most important customers are often equally large and, whom […]
Why Global Marketing? More to the Point, Why Not?
At one time, it was not uncommon in B-to-B manufacturing for a product introduction to focus entirely on the domestic market. Only later in the product life cycle, after development costs proved hard to recoup, would an anxious marketer “discover” offshore markets in which the product could also be sold. This is like a visitor […]
Shared Marketing Services–A Blessing, Not a Curse
Although the centralized “Shared Marketing Services” model typically provides diversified global organizations with a robust cost-effective platform for consistent messaging and branding, it can meet with resistance from internal stakeholders, such as business unit marketing staff, channel members, and, even, divisional general managers. Much of this resistance stems from a perceived loss of local control […]