TITLE

The consumer is boss

AUTHOR(S)
Mitchell, Alan
PUB. DATE
December 2004
SOURCE
Brand Strategy;Dec2004/Jan2005, Issue 188, p9
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Comments on the effort of Procter and Gamble to reinvent marketing in the United States. Evaluation of consumer needs; Discovery of identifiable consumer groups to construct brand propositions around them; Search for strategies to co-market brands with retailers.
ACCESSION #
15317106

 

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