Global thinking needs to anticipate local reaction

Orlando Hooper-Greenhill

The changes and advances in account planning in recent years have largely failed to touch global planning, which tends to remain bogged down in concerns about structure and the global versus local debate.

Global thinking needs to anticipate local reaction

Orlando Hooper-Greenhill

Last year saw planning celebrate its 40th birthday. Of course, before that, people were planning in some shape or form, but it has been 40 years since the discipline was recognised...

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