Craig Schmeizer

Craig Schmeizer
Dragon for Dinner?

Opportunity awaits U.S. marketers willing to explore the world’s underserved markets In times past, intrepid explorers feared falling off the edge of a flat Earth into a nether space full of man-eating dragons and other dangerous unknowns. Today, adventurous marketers rarely fear a fall off the world’s edge or find themselves the main course of a feast, but they do fight their own battles—with the modern dragons of business strategy, campaign development and program execution in unfamiliar locales. Executing programs in the world’s high-potential developing markets represents a direct marketer’s most complex undertaking. Not only must you select the appropriate channel and communication strategy