Marketers of the Century

Neff, Jack
December 1999
Advertising Age;12/13/1999, Vol. 70 Issue 51, p24
Trade Publication
The article presents information on the marketing strategy of Procter & Gamble (P&G) as of December 13, 1999. Beyond the tonnage of its ad budget, P&G has played a pivotal role in developing four generations of media carrying its ads, from radio to broadcast TV to cable to the Internet. P&G brand management system has been adopted in much of the marketing world; its desire to learn about consumers helped spawn a market research industry and invented such categories as laundry detergents and disposable diapers. The true explosion of P&G marketing didn't occur until nearly 50 years later, in 1931. A promotion director named Neil McElroy authored a three-page memo that defied P&G established one-page only memo convention. marketing functions then handled by the sales force, he argued should be assumed by a brand management team, with one manager for each brand. INSET: P&G Chiefs Pick Favorite Campaigns..


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