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In this episode of The Negotiation, we talk with Elizabeth Campbell, Senior Director, Global Marketing Communications @ Kollmorgan, discussing her experiences working in marketing and communications within the Chinese market. Elizabeth considers the building of their digital marketing capabilities to be a “critical part of the overall growth strategy” for success in China. We dive into the pay per click differences between the west and east; we talk about her experiences building on the ground marketing teams in China right down to the job description and discuss how data is gathered in China and leveraging custom-built analytics software to translate it.