How Leading Brands Deliver Marketing with Meaning

Bob Gilbreath ()
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Bob Gilbreath: CEO of Ahalogy

A chapter in Marketing Wisdom, 2019, pp 47-60 from Springer

Abstract: Abstract A career in marketing sure seemed straight forward on my first day in brand management at Procter & Gamble (P&G) in 1998. Within days in my role, I was trained on how to successfully brief a creative agency, dissect market research, and breakdown market share charts. Back then, as long as you perfected your TV commercial, print campaign and newspaper coupon, sales growth and a steady series of promotions was virtually guaranteed.

Keywords: Paper Coupons; Steady Serum; Growth Hacking; Meaningful Marketing; Marketing Connections (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-981-10-7724-1_4

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DOI: 10.1007/978-981-10-7724-1_4

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