Mobile communications: An interview with Nokia's senior mark - The McKinsey Quarterly - business management strategy - Telecommunications

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Confronting proliferation ... in mobile communications: An interview with Nokia's senior marketer

Few companies have a footprint as global as Nokia’s.
By competing aggressively in Europe, Asia, North and South America, the Middle East, and Africa, the company accounted for more than a third of all sales of global mobile-communications devices in 2006.
In this interview Keith Pardy, Nokia’s senior vice president of strategic marketing, explains how Nokia competes in both developing and emerging markets and describes the challenge posed by the increasing complexity of today’s marketing environment.
Pardy believes that changing the behavior of consumers often involves connecting with their subconscious minds—which has important implications for how marketers gather and use insights about customers.

This article contains the following exhibit:

Biography of Nokia’s Keith Pardy

Confronting proliferation
This interview is part of a series of conversations between the Quarterly and senior marketers about the challenges and opportunities created by marketing proliferation. Read how these other executives are navigating today's complex, rapidly changing marketing environment.

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