Mindset Is The Key To Global Marketing

With reference to his experience at Dow Chemicals, the author explains the fundamental facts and lessons learned in setting up a global marketing strategy.

Mindset Is Key To Global Marketing

The need for knowledge and flexibility

J.C. 'Mike' Butcher The Dow Chemical Company

Despite an increasing focus on 'globalization,' a quick survey of many U.S.-based global marketing organizations would most likely reveal...