Question
Imagine that you've been appointed as the new chief marketing officer (CMO) for a large consumer packaged goods (CPG) company (e.g., Johnson & Johnson, P&G,
Imagine that you've been appointed as the new chief marketing officer (CMO) for a large consumer packaged goods (CPG) company (e.g., Johnson & Johnson, P&G, Kraft).Your CEO has decided that your company will be the premier "relationship" company in your industry.
oWhat could that mean?
oHow will you execute your plans to be the premier relationship company?
oWhat will you use as data collection tools?
oWhat role will interactivity (with customers) play in your plans?
oWhat role will e-mail and social networking play?
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Marketing Research
Authors: Alvin C. Burns, Ronald F. Bush
7th edition
0133074676, 978-0133074673
