17/10/2013
Managers' marketing goes global, but execution remains local
The majority of European, Asian, and U.S. managers prefer to plan global marketing campaigns at regional level-but execute the initiative locally, according to a new research from Cerulli*.Many global fund managers have overhauled their internal organization since the global financial crisis. They seek greater control over all aspects of their business, from sales strategies and marketing expenditure, to having a single brand message."More control means more centralization, either at a global or regional level. However, there is a discrepancy within the firms, because the senior decision-makers want to better control strategies and costs, but local teams, which deal with clients, are trying to stay as close to their market as possible,» says Sabrina Lacampagne, analyst at Cerulli and one of the main authors of the report. About 50% of international managers plan to increase their marketing budgets for it next year. Almost 70% of managers based in Europe and Asia plan region-specific marketing campaigns.* Global Marketing and Sales Organizations: An Industry Roadmap.
