TITLE

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

AUTHOR(S)
Mitchell, Alan
PUB. DATE
June 2002
SOURCE
Marketing Week;6/27/2002, Vol. 25 Issue 26, p28
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
6927770

 

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