Behind Kraft's marketing makeover: from new ad agencies to new attitude

York, Emily Bryson
February 2010
Advertising Age;2/8/2010, Vol. 81 Issue 6, p10
Trade Publication
The article examines marketing management by food industry company Kraft. Chief Executive Officer (CEO) Irene Rosenfeld has both increased spending on marketing and worked to modernize both the company's advertising and its packaging to reflect changing consumer tastes. Executives of the company's advertising agencies discuss the changes.


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