Mastering the Marketing Entry in the United States, Second Edition: A Marketing Playbook

Mastering the Marketing Entry in the USA – Second Edition (2025)

Mastering the Marketing Entry in the USA is not just a guide - it’s a strategic blueprint for European firms determined to navigate the fast-evolving U.S. market of 2025. Written by marketing strategist Wilbert D. Kragten, this Second Edition builds on the success of the first release with updated frameworks, sharper case studies, and a deeper analysis of how global brands can successfully position themselves in the United States today.

This 2025 edition introduces new sections on AI-driven marketing, digital transformation, tariffs, and the post-pandemic evolution of consumer behavior, offering a comprehensive perspective on how foreign firms can adapt to an increasingly complex regulatory and economic environment. It explores how trade tensions, supply chain shifts, and regional incentives are reshaping the U.S. business landscape - and what that means for European companies entering or expanding their presence.

A major addition is “The American Map: Where Foreign Companies Go - and Why” - a rich, data-informed layout that illustrates where international firms land in the U.S., why they choose those regions, and how these geographic decisions influence brand success. From Boston’s biotech and life sciences cluster to Texas’ thriving tech hubs and California’s innovation corridors, this section serves as a practical guide for choosing the right landing spot in America.

The book underscores that entering the U.S. market is no longer just about exporting a product - it’s about creating a brand identity that resonates across states, sectors, and cultures. Replicating what works in Europe is not enough; the U.S. consumer expects precision, speed, and a narrative that aligns with local values.

Inside you’ll find:

• Ten Core Components of Positioning in the U.S. market, refined and expanded for 2025.
• The American Map: where companies go, why they go there, and how location impacts growth.
• New insights on tariffs, trade policies, and compliance - critical for cross-border planning.
• Updated marketing tools and cheat sheets for market and audience research.
• Fresh case studies from global brands adapting to the new U.S. landscape.

Blending strategy, clarity, and a touch of humor, Mastering the Marketing Entry in the USA (Second Edition) equips leaders, marketers, and entrepreneurs with the frameworks and foresight to make confident, data-driven decisions.

For European firms serious about not just entering - but mastering - the U.S. market, this 2025 edition delivers a modern, practical, and informed playbook for success in the world’s most dynamic economy.