Global

Global marketing topicsThese days, whether or not a brand is multinational, it's competing in the global marketplace. The AMA offers information, expert insights and educational opportunities on key global topics including market research, localization, brand unification strategies and more.

Below you'll find links to the latest globally focused AMA events; magazine and journal articles; podcasts, webcasts and videos; and resources including case studies, white papers, and interactive tools and templates.​​​​​​​​​​​

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By: Jason Lu Jin, Kevin Zheng Zhou, and Yonggui Wang Article Snapshot … Partner relationships determine resource allocation and utilization in international …
Authors: Jason Lu Jin, Kevin Zheng Zhou, and Yonggui Wang Date: 12/1/2016  

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By: Doreén Pick and Martin Eisend Article Snapshot … Hofstede’s cultural dimensions moderate customer responses toward perceived switching costs …
Authors: Doreén Pick and Martin Eisend Date: 12/1/2016  

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By: Vasileios Davvetas and Adamantios Diamantopoulos Article Snapshot … Not all product categories are equally receptive to global/local brands; international …
Authors: Vasileios Davvetas and Adamantios Diamantopoulos Date: 12/1/2016  

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By: Jungsil Choi, Young Kyun Chang, Yexin Jessica Li, and Myoung Gyun Jang Article Snapshot … The success or failure of firms’ CSR initiatives depends on how …
Authors: Jungsil Choi, Young Kyun Chang, Yexin Jessica Li, and Myoung Gyun Jang Date: 12/1/2016  

By: Jungsil Choi, Young Kyun Chang, Yexin Jessica Li, and Myoung Gyun Jang Article Snapshot … The success or failure of firms’ CSR initiatives depends on how …
Authors: Jungsil Choi, Young Kyun Chang, Yexin Jessica Li, and Myoung Gyun Jang Date: 12/1/2016  

By: American Marketing Association AMA Annual … e-book provides marketers with tools and information to answer today's most riveting questions …
Authors: American Marketing Association Date: 11/29/2016  

By: American Marketing Association AMA Annual … e-book provides marketers with tools and information to answer today's most riveting questions …
Authors: American Marketing Association Date: 11/29/2016  

Many international marketers are now trained at U.S. universities … However, the H-1B lottery process leaves them with a one-out-of-three chance to work in the U.S. … It’s not easy to be an …
Authors: Hal Conick Date: 11/28/2016  

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Marketers are competing in dynamic global markets … Marketers need to forge partnerships to win customer loyalty … Gain a seamless view of your customer to serve their needs …
Authors: Marketing News Date: 11/18/2016  

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By: Michael Czinkota, Peter Dickson and Shuo Zhang Marketing News Weekly … Will China overtake the U.S. as the No. 1 economy … Yet its sustainability in the future …
Authors: Michael Czinkota, Peter Dickson and Shuo Zhang Date: 11/17/2016  

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