P&G is pushing hard to embrace 'consumer pull'

Mitchell, Alan
June 2002
Marketing Week;6/27/2002, Vol. 25 Issue 26, p28
Trade Publication
Focuses on Procter & Gamble's reinvention of marketing and branding. Chief executive AG Lafley's focus on the company's top ten brands; Shift from mass marketing in favor of a consumer-oriented, solutions-driven approach.


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