QIAGEN Switches to a Centralized Approach to Marketing Communications
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QIAGEN Switches to a Centralized Approach to Marketing Communications
Large companies frequently bounce between two approaches to marketing communications. Should each unit do its own marketing or should there be one central "agency" responsible for serving all the internal customers? Or something in between?
QIAGEN has recently adopted the centralized internal agency approach. Dennis Fink shared with me the thinking behind that, what it looks like and how it's going.