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Fueled with cash from a booming economy and further prompted by a “Go Global” campaign led by the government, Chinese appliance maker Qindao Haier has made an offer on US Maytag Corp., and it’s not alone in its thirst for acquisition of global brands, AdAge reports.
But despite a ready flow of cash, a new feeling of equality among Westerners, access to new technologies that allows Chinese companies to be more self-reliant within relationships with foreign partners, and an increasingly competitive national environment, inherent challenges in corporate infrastructure may derail some Chinese companies, causing them fail in building successful global brands.
Perhaps top among these is lack of Chief Marketing Officers. The marketing departments tend to answer to the sales departments rather than the CEO. And without a strong, brand-driven CMO, Chinese companies like Haier will struggle to create a single-minded, message-driven brand in the overseas market.
Marketers have unleashed their holiday promotions earlier than ever this year, with many hitting the stores well before Thanksgiving. But Sirius XM isn’t launching most of its 24-hour holiday music channels until turkey day or later.
The newly merged company…
October advertising revenue plunged for The New York Times Co. and McClatchy, despite some growth in online ad revenue.
The New York Times saw ad revenue plummet 17.2%; online ad revenue increased 5.3%, writes MediaPost. Classifieds have fallen 27.3% year to…
The switch to digital television arrives in less than three months, and to remind consumers of the transition, the National Association of Broadcasters is running a campaign across PumpTop TV’s network of screens at gas stations.
The spot began airing…
Through the first half of the year, automakers have slimmed their ad spending by 10% to $6.1 billion, according to Nielsen Monitor Plus.
General Motors slipped 6% to $1.2 billion, while Ford Motor cut ad spend by 22% to $954…
Getting real-time, 24/7 online access to company news and reaching responsive and efficient PR representatives still rate high on journalists’ wish-lists, but reporters are increasingly sourcing stories from new forms of media as well, according to research from Bulldog Reporter and TEKgroup…
Some 20% of top brand marketers continue to send additional emails to consumers, even after they confirm requests from those consumers to “unsubscribe” from an email marketing list, according to a research study from Return Path, MarketingCharts writes.
Though the study,…
