Taking your products online—and global.
1/20/2003
In this useful guide, marketing expert DePalma, a former principal analyst at Forrester Research, gives sensible advice on how to plan for e-business on a global scale and market your products worldwide. Chapters cover such essentials as how to decide which markets are worth pursuing, building a foundation, finding the right people to join you, and measuring the return on your investment. DePalma inserts two case studies—on Travelocity and Eastman Chemical—to help readers see how his suggestions work in practice; there are also plenty of charts and illustrations to help it all hang together. "Even the best online strategy must touch every part of the company," he writes. "A globally aware Web site backed by an isolationist business will fail."