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Timeless or New? The ABCs of Marketing in a Digital Era

Tom Doctoroff | Posted 02.12.2015 | Business
Tom Doctoroff

The explosion of digital platforms is causing many marketers to rethink how they engage with consumers. But sometimes in their hurry to embrace the digital world, companies often lose their way and forget the basic principles of good marketing and branding.

Brand Management in China: Three Golden Rules

Tom Doctoroff | Posted 05.25.2011 | Home
Tom Doctoroff

The Chinese worldview, not to mention its brandscape, is profoundly different from Western markets. Here are a few "golden rules" marketers must know before landing in the mainland.