Building an Effective Global Marketing Organization for the 21st Century
Joseph V. Tripodi The Seagram Spirits and Wine Group
An assortment of business gurus have been pontificating about global marketing at a prodigious rate. Indeed, their wisdom is flowing like the Mississippi, and there are new theories put forward every day. We are inevitably assured that each new nostrum will completely change our business lives. If we dont jump on the bandwagon, if we dont get it, well miss the greatest opportunity of our lifetime. What is it? It could be the Internet, Globalization, Strategic Inflection Points, Cocooning, Data...