Katherine Melchior Ray lectures on international marketing and leadership at UC Berkeley, Haas School of Business. She has over twenty-five-years experience building the world's best consumer brands at companies including Nike, Nordstrom, Louis Vuitton, Gucci, Hyatt, Shiseido and Babbel across the world including in the USA, Japan and Europe. She has guest lectured at Stanford, Wharton, Brown and Portland State University.Nataly Kelly is Chief Marketing Officer at Zappi, based in Boston, MA. Previously she served at HubSpot as Vice President of Marketing, Vice President of International Operations and Strategy, and Vice President of Localization.

• Chapter - 00: Introduction – welcome to the global village;Section - ONE: The foundation of marketing and branding;Chapter - 01: What is marketing—and why does it matter?;Chapter - 02: The what, why, and how of brand;Section - TWO: Culture, consumers, and communication;Chapter - 03: Lower the waterline – navigating cultural landscapes;Chapter - 04: Back to basics – cross-cultural communication is anything but!;Chapter - 05: The twenty-seconds rule – understanding the local consumer;Section - THREE: Creating value across cultures;Chapter - 06: Born in Borneo – innovating products for cultural value;Chapter - 07: Give the customer a melon – service brings culture to life;Chapter - 08: Found in translation – brand flexing across cultures;Chapter - 09: How global is your website ? digital marketing across cultures;Chapter - 10: Adding complexity – building a global B2B brand;Section - FOUR: Connecting the global dots;Chapter - 11: The two most important words in French – building teams across cultures;Chapter - 12: Expanding horizons – building a global career;Chapter - 13: Conclusion – the journey continues;

"Brands shouldn't strive to be the same everywhere-they should strive to be strong everywhere. Rooted in purpose, fluent in culture-this book will show you how modern brands win."