The book
Mastering the Marketing Entry in the United States
A concise, practical book about where to begin, how to position, and what to decide before a product or brand enters the U.S. Written by Wilbert Kragten for business leaders, marketers, students and educators.
What the book covers
The decisions behind a credible U.S. entry
Positioning
Rewriting the proposition so American buyers recognise the outcome, not the heritage.
Site selection
Choosing the beachhead where your category's customers, talent and capital already cluster.
Marketing toolbox
Research tools and frameworks to map demand, competitors and audience before you spend.
Five legal steps
The compliance groundwork that derails launches when it is left until the final weeks.
A practical playbook, not a theory book
Written for founders and business leaders making an entry decision, marketers shaping the launch, and students and educators studying how international marketing works in practice. It brings ten steps, site selection, research tools, cheat sheets and five legal steps into one usable framework.
The second edition covers what 2025 changed: AI as the operating system of marketing, regulation as a competitive advantage, and fast-fragmenting American consumer segments.
From the book to your own entry.
The book sets out the decisions. If you'd like help making them for your company, that's the work we do.