Best Practice Report

Marketing Planning: Aligning Country, Regional and Global Marketing

January 1st, 2018

Summary

Marketers in small countries often need to navigate a complex process that is best suited to larger countries. Country marketers must agree on the roles of global and regional functions to support country business objectives before defining local plans. All teams must share a common understanding of global, regional and field marketing responsibilities for immediate, medium-term and long-term marketing priorities.

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