Global Marketing. University of Derby, May 15, 2007 Presented by: Yael Elstein VP Global Marketing Ness Technologies www.ness.com. Marketing Challenges. 16 Countries – Local customers and partners Over 20 Business (P&L) Units Over 60 Various IT Solutions
University of Derby, May 15, 2007
Presented by:Yael Elstein
VP Global Marketing
Major Marketing Challenges:
Learning to recognize the extent to which marketing plans and programs might be standardized worldwide as well as the extent to which they need to be adapted.
Global Needs vs. Local Needs
What is the right balance?
A successful marketing approach in one
country will not automatically work in another country
Key: E = Effective TT = Think TwiceNE = Not Effective Source: ITSMA, 2006
Direct marketing, events, roundtables, conferences
Marcom: White papers, collaterals, brochures
Source: ITSMA, 2006
Watch out: Don’t over-centralize!
Marketing integration topics
- Global employee portal - Marketing Zone