Going Global: Lessons Learned Over 35 Years

The author discusses global marketing from the perspective of IDG, an international magazine and newspaper publisher and web-site host specialising in Information Technology.

Going Global: Lessons Learned Over 35Years

The key is integration not centralization

Peter Horan IDG Marketing Services

In literature class, they teach that every story begins with one of two themes – a man goes on a journey or a stranger comes to town. For me, there is a third possibility. I geta phone call from one of IDG's largest clients saying, 'We're going global'. As if 'wet re going global' had the same degree of difficulty as 'we're going to McDonald's for a Big Mac.'

During 1997, information technology clients who spent more than a billion...

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