The Critical Communication Link‐Up In Global Marketing

Abstract

Efficient global communications are essential to a worldwide company. Johnson's Wax, with 45 overseas companies employing 12,000 persons recognizes the importance of an effective communications link between its headquarters in Racine, Wisconsin and its marketing managers across the globe. In meeting this communication challenge, the company employs principles and strategies that include timetested techniques for marketing products between companies and a well‐structured international communications network. Enhancing the communication linkup our regional marketing support managers and an ongoing program of transferring marketing personnel between headquarters and overseas companies.

Citation

DeRose, R. (1984), "The Critical Communication Link‐Up In Global Marketing", Journal of Consumer Marketing, Vol. 1 No. 3, pp. 81-89. https://doi.org/10.1108/eb008109