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Rational vs. Emotive Marketing – Which Is Best for Global Audiences?

Rational vs. Emotive Marketing – Which Is Best for Global Audiences?

Any brand wishing to attempt an emotional connection with its audience via advertising needs a very good understand of cultural motivations if it has any chance of success.

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The Disruptive Influence of the Internet on Religion

The Disruptive Influence of the Internet on Religion

Religion has embraced the internet, bringing religion outside the confines or church and into the pockets of followers via their mobile devices.

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The Age of the T-Shaped Translator Is Upon Us

The Age of the T-Shaped Translator Is Upon Us

Though the concept of T-shaped individuals arose in the 1990s, it has become more prominent lately, particularly within the marketing industry.

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Using Anthropological Models to Inform Working Practices Between Cultures

Using Anthropological Models to Inform Working Practices Between Cultures

What can anthropology lend to businesses that are expanding their operations globally?

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Will English Be Challenged as the Dominant Web Language?

Will English Be Challenged as the Dominant Web Language?

Prevailing wisdom states that 70-80% of the web’s content is in English but the linguistic breakdown of the internet is surprisingly hard to verify.

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Responding to the Growth in Tourism from Emerging Markets

Responding to the Growth in Tourism from Emerging Markets

Tourists from emerging markets are travelling the world in increasing numbers and they are increasingly spending more than other nationalities when they do.

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Vietnam, Cambodia and Laos Expected to Drive Growth in Asia

Vietnam, Cambodia and Laos Expected to Drive Growth in Asia

For decades China has been the biggest economy on the Asian continent, and for years has been the European Union’s main trading partner along with the United States.

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How Etiquette Is the New Bling for Wealthy Elites in Emerging Markets

How Etiquette Is the New Bling for Wealthy Elites in Emerging Markets

Etiquette has become a desirable commodity for wealthy consumers in emerging markets, both for themselves and for their children.

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Best Practice Approaches to Video Localization

Best Practice Approaches to Video Localization

There’s strong argument for incorporating video content into your marketing strategy, but video presents some huge challenges in terms of translation and localization.

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CMS Considerations for Multiple Languages

CMS Considerations for Multiple Languages

Localizing your website can represent an enormous task both in terms of time, energy and expenditure.

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Beyond Black Friday: The World’s Biggest Shopping Days

Beyond Black Friday: The World’s Biggest Shopping Days

Black Friday is upon us. The 24-hour retail bonanza has become big business, with retailers predicting that today's sales will be double those of last year.

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Retaining Your Brand Identity When Expanding Overseas

Retaining Your Brand Identity When Expanding Overseas

How much can a brand change itself without losing sight of its meaning?

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10 Ways SMEs Can Compete With Big Business Globally

10 Ways SMEs Can Compete With Big Business Globally

As the world moves further into the digital age, and consumers require unique, personalized experiences, small companies are likely to increasingly challenge larger organizations.

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What Content Suits a Culture Best?

What Content Suits a Culture Best?

Depending on the region and culture your brand is targeting, there are approaches to content marketing that work and ones that don't.

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How Cultural Relativism Affects Web Design

How Cultural Relativism Affects Web Design

Theories of cultural anthropology may have some real bearing on how different cultures respond to web design.

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KFC for Christmas: Succeeding at Seasonal Marketing Overseas

KFC for Christmas: Succeeding at Seasonal Marketing Overseas

One measure of how well you’ve infiltrated your brand into a local culture is how successfully you can align it with a local holiday.

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Website Localization Key to Improving Customer Experience

Website Localization Key to Improving Customer Experience

Consumers show a strong bias towards localized online services and avoid English-language websites when English is not their native tongue.

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Where to Next for the Luxury Goods Sector?

Where to Next for the Luxury Goods Sector?

After many years of growth in emerging markets, luxury goods brands could be falling on hard times.

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Reaching Millennials: How Brands Need to Adapt To Changes In Modern Culture

Reaching Millennials: How Brands Need to Adapt To Changes In Modern Culture

Millennials make up 24% of the US population. So brands need to consider this increasingly important group in their marketing strategies.

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Mobile First Design a Must in Emerging Markets

Mobile First Design a Must in Emerging Markets

Businesses that hope to succeed in emerging markets should focus on delivering high-quality mobile customer experiences.

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