Article on Global Marketing
We are seeing a number of clients concentrating on building more integrated central functions, Here is an interesting article on different organizations’ experiences in creating a more global marketing organization.
“Paul Polman is the only senior executive to have worked at each of the three biggest consumer-product marketers on Earth in the past five years — Procter & Gamble Co., Nestlé and Unilever. As such, he’s seen a variety of takes on how to run global marketing, and his unique perspective is this: No single solution will work universally, even within the same company. Most global marketers have adopted some form of matrix organization…” – see the rest of the article at Advertising Age – Walmart, P&G, Unilever Learn from Their Mistakes.
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