Looking Beyond the Horizon
International marketing calls for careful planning, sensitivity and patience. Taking the example of a traditional British association that wanted to become a worldwide professional membership organisation, this Masterclass considers the planning and market research involved and ultimately implementing operational and marketing plans.
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Synopsis
International marketing calls for careful planning, sensitivity and patience. Taking the example of a traditional British association that wanted to become a worldwide professional membership organisation, this Masterclass considers the planning and market research involved and ultimately implementing operational and marketing plans. The case study considers the need to understand different markets and cultures and the challenges of promoting a service which (on the face of it) is very British and intangible.
Alastair Barr is a Chartered Marketer with extensive marketing and business development experience in a range of business sectors including professional services, healthcare, regulatory bodies, membership organisations and financial services.