Global Guidelines Drive Local Marketing

L. Jane Woodington

This article describes how CIGNA, an insurance and financial services company, manages its global marketing in some 24 countries - with special emphasis on its e-commerce activities.

Global Guidelines Drive Local Marketing

Building a consistent brand presence across 24 global businesses

L. Jane Woodington CIGNA Companies

If there is one mantra every experienced global marketing person chants, it is ‘never underestimate the power...

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