Brand Management in a Marketplace War Zone

Irene B Rosenfeld

This speech by Irene B Rosenfeld was given at the ARF Annual Conference. She refers to world markets as a war zone because of competition and change.

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...

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