TITLE

P&G Reinvents Itself

AUTHOR(S)
Higgins, Kevin T.
PUB. DATE
November 2002
SOURCE
Marketing Management;Nov/Dec2002, Vol. 11 Issue 6, p12
SOURCE TYPE
Periodical
DOC. TYPE
Interview
ABSTRACT
This article presents an interview with Procter & Gamble Co.(P&G) marketing chief James R. Stengel on the reorganization of the consumer products manufacturer. Stengel said that his company has operation in 140 countries and a tremendous variety of product categories. It has demonstrated sales and marketing expertise in developing brands in the international market. The growth rate of 4 to 6 percent is the corporate goal of the company. It will require asset efficiency and a focus on brands with high growth potential. The company is receptive to different approaches to product development. The objective is to continually test and never be standing still. The Internet is inexpensive and very useful for consumer research. It is a tremendous medium for sharing knowledge throughout the company. P&G has always been seen as a great on-the-job training environment. It also values breakaway formal training. It wants to make sure it is the best trainer and creator of marketing in the world. INSET: CMO spotlight.
ACCESSION #
8529368

 

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