TITLE

Rahman leads Kraft ethnic effort

PUB. DATE
August 1999
SOURCE
Advertising Age;8/16/1999, Vol. 70 Issue 34, p27
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article profiles Jill Rahman, director of ethnic marketing and external relations for Kraft Foods in the U.S. Rahman attended the Food Industry Management Program at the University of Southern California and then earned an MBA from Indiana University. According to her, marketers should develop relationships with organizations such as NAACP and National Council of La Raza, which the executive considers strong forces for understanding the ethnic consumer. Furthermore, Rahman believes that children have been the company's core franchise. If their families are growing at a faster rate, they are going to be a larger part of Kraft's potential consumer base, noting that Chicago, Los Angeles and New York are already ethnic.
ACCESSION #
2166616

 

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