Leaders of global marketing efforts must articulate core beliefs, values, policies, and strategic scope. They must tap worldwide human resources, not just local talent. Organizational structure should balance centralized control with localized responsiveness. Companies experiment with international divisions, regional centers, and matrix designs to optimize geographic, product, and functional expertise. Formal control of global marketing involves planning, budgeting, and conducting regular audits to evaluate strategy, organization, systems, productivity, and ensure efficient resource use.