We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Beyond Berlitz: How to Penetrate Foreign Markets Through Effective Communications.
- Authors
White, Rene
- Abstract
The article highlights the importance of effective communications for marketing products in foreign countries. Comprehensive communications and marketing audit of the target country is very important. Information about the country's culture, customs and language barriers, the political environment and practice of government and the media, methods of product distribution for either consumer or business-to-business products or services, profiles on prospective customers, the local competitive environment, should be analyzed. From this information, a program of objectives, strategies and tactics should be developed. Many corporations whose names are household words in the U.S. would barely be recognized in many Asian countries. Such lack of awareness of American products cannot be corrected by a single VIP visit. Sustained corporate, financial, and marketing communications programs are needed to establish presence and to provide a suitable environment necessary to spur sales. The author in this article specifically provides useful tips for an American company to successfully penetrate the vast markets of Japan, China and Australia.
- Subjects
AUSTRALIA; CHINA; PACIFIC Area; JAPAN; UNITED States; MARKETING audits; AMERICAN business enterprises; BUSINESS communication; COMMUNICATION; MARKETING research; EXPORT marketing
- Publication
Public Relations Quarterly, 1986, Vol 31, Issue 2, p12
- ISSN
0033-3700
- Publication type
Article