Description

Succeed globally. Passport not required.
You don't need to travel the world to take your company global. What you do need is an open mind and the desire to become a global generalist. This book will help. Based on 15 years of experience helping companies go global, author John Yunker provides:

• A process for creating world-ready products, websites, and software
• Cultural insights into China, Russia, Germany, Brazil, India, and more
• Tips for localizing text, images, icons, and pictures for the world
• New rules of the translation economy

In the information economy, information is power. In the translation economy, translation is power. Thanks to translation and localization, companies like Apple, Nike, and General Electric now make more money from outside the US than from within it.

This book helps marketers, designers, and executives develop sound strategies for going global--and avoid costly and embarrassing mistakes along the way. In addition, you'll find the ultimate globalization checklist that your web, marketing, and product teams can use to make sure you go global the right way.

Who this book is for
This book is for marketing, sales and web teams, PR execs, business development and product managers, localizers, translators and project managers. In other words, this book is for anyone who wants a better understanding of the global internet and how to make the most of it.