Centralized vs. Decentralized Marketing

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

The debate over the effectiveness of corporate, centralized marketing or decentralized, field marketing has been raging for years. Some vendors switch back and forth or settle on a combination.

IDC’s Rich Vancil says the complexity of marketing programs requires a more centralized approach. IDG Strategic Marketing Services Director Howard Sholkin asked Rich about how a corporate program is more personalized than field initiatives that are closer to prospects?


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