Field and Regional Marketing: Building Global Influence

January 1st, 2018

Julian Archer

Monica Behncke

Summary

Local marketing functions often complain that their voice is not heard by corporate counterparts. Field and regional marketing leaders can address this complaint by providing guidance and feedback to corporate planners based on their proximity to local markets. In order to provide effective guidance and feedback, firms must establish a fact-based, proactive framework for decision rights between headquarters and dispersed marketing functions. This report helps field and regional teams develop a marketing framework that improves global marketing plans and clarifies their decision-making authority.

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