Summary
There are lots of reasons multinational companies' global and local interactive marketing teams are rarely on the same page: Global teams prefer uniform programs and technologies, local teams fear a one-size-fits-all approach, and both struggle for resources. The result: Global interactive programs that are too often uncoordinated and ineffective. This report shows global interactive marketers the three steps they must follow to effectively support all of their local teams — regardless of those teams' interactive marketing maturity levels — and helps them find the right model for global marketing vendor relationships.
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