Introduction

Tim Calkins
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Tim Calkins: Kellogg School of Management

Chapter Chapter 1 in Breakthrough Marketing Plans, 2012, pp 1-5 from Palgrave Macmillan

Abstract: Abstract IT WAS NOT A GOOD DAY WHEN Procter & Gamble marketer Kathleen Carroll learned she was being put in charge of Puritan cooking oil. The brand had been struggling for many years, and there was little reason to think things were about to change. Indeed, when her manager briefed her on the business, Kathleen got the distinct impression that her job was mainly to phase out the brand. This was not a career– enhancing assignment.

Keywords: Senior Executive; Marketing Plan; Traditional Marketing; Plan Template; Distinct Impression (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-10761-9_1

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DOI: 10.1057/9781137107619_1

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