Brand Management in a Marketplace War Zone
Irene B Rosenfeld president, Kraft Canada
When Jim Spaeth asked me to speak (at the ARF Annual Conference), I was delighted because the question of how market research can accelerate the growth of a business is a subject I feel passionately about. Frankly, I had not realized that we were in a marketplace war zone until I received my conference brochure, but the analogy certainly works. The marketplace our war zone is increasingly dynamic. We are being bombarded from all sides with frenetic change. Part of the change is the...