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OPINION: Marketing consulting services across borders


To be fair, marketing a consulting firm isn't easy. It's an intangible service the quality of which is largely in the eye of the beholder. However these firms tend to make the problem worse by fragmenting their marketing expenditure and marginalising their marketing teams. 

International firms face additional challenges. They have to marshal resources in an organisation that is split geographically as well as by sector and service. A problem faced by clients in one market may not be the same as those faced in others, so the need for a consistent global message has to be balanced with local autonomy.