NEW RELEASE: Digital Influence

Influencers are relevant for businesses in their home country as well as in the international markets where they operate. Backaler’s book highlights the global implications of this trend, and what brands need to be aware of.
— Bruna Scognamiglio, Vice-President, Global Influencer Marketing - GUCCI BEAUTY
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This book brings order to the chaotic and rapidly evolving world of influencer marketing by providing readers with much needed context, frameworks, and best practices. Written for busy marketing professionals working in both domestic and international markets, it addresses these topics in a highly actionable and engaging manner.

Digital Influence covers everything from how to identify the right influencers and determine “level of influence” to collaborating with influencers and measuring ROI. It turns out, it’s not all about paying online celebrities outrageous sums to post sponsored content. Backaler also provides much-needed context for why influencer marketing is flourishing today, and perspective into what a more technologically-enabled, globally-connected future will look like.

Ultimately, people want to learn from trusted peers, not faceless companies. Better than any corporate marketing function, influencers understand how to make best use of social media platforms and tailor content for their respective cultures to engage consumers in their home markets. Business leaders should arm themselves with Backaler's book to ensure they're not left behind.

Award-Winning Book: China Goes West

A must-read book for business leaders, MBA students, policy makers and anyone seeking insight into the global business trend of the century.
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This award-winning book sheds light on one of the most important trends shaping the global business landscape today - the rise of Chinese global brands. 

For nearly three decades the world watched China’s economy develop at an extremely rapid pace. Foreign companies invested in China to build factories that produced billions of products for export in the global marketplace, earning it the name, “the world’s factory.”

However, the story is much more complex today. Chinese labor isn’t as cheap as it once was and competition among Chinese and foreign companies is fiercer than ever before. As a result of this new business environment, Chinese executives want to go global themselves. They want to invest in international markets to be closer to their customers and acquire established Western companies to gain access to advanced capabilities including technology, talent, and global brands.

China Goes West explains why this global shift is occurring, how the trend will likely evolve and what we can all do to maximize the benefits of Chinese overseas investment, while minimizing any potential risks.