TITLE

The new brand management

AUTHOR(S)
Neff, Jack
PUB. DATE
November 1999
SOURCE
Advertising Age;11/8/1999, Vol. 70 Issue 46, special section ps2
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses implications for the future of brand management. The major implication for the future of brand management may be how Procter & Gamble Co. is launching Reflect.com, which will custom-develop beauty care products from the inside out using a patent-pending system for mass customization model. Brand managers in groups assigned to target African-American, Hispanic and low-income consumers develop marketing programs and even new product and packaging formats specific to their target groups.
ACCESSION #
2462415

 

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