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Global Reach

Global Reach

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January 05th 2012:Quality Research plus Cultural Smarts: What Every Global Marketing Program Needs

This week we go hands-on with marketing and market research. With my guest and GlobalReach research partner Geoff Minter, founder of Australia's Minter Group, we'll explore how cultural issues affect the success or failure of any international marketing initiative and how a well crafted market research program can help your company develop successful strategies to build business, identify opportunities, and add value to brands. Geoff, who won 4 national marketing awards for consumer goods strategies, will detail how General Foods won - and lost - a significant share of Australia's coffee marke

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Featured Guest

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Geoff Minter

Geoff is the founder and Managing Director of The Minter Group, a full service market research agency based in Sydney, Australia; He brings together experience at global companies in marketing (General Foods and Cadbury-Schweppes), advertising (McCann Erickson) and market research (Interpublic Group). The winner four national marketing awards for consumer goods strategies (and a registered psychologist), Geoff understands how quality market research design can provide strategies to build business, identify opportunities and add value to brands. He moderates focus groups and individual interviews with healthcare professionals, and Minter is on the market research panel for the Health Insuranc
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