Detail Building A Super-Brand Superfast   Oleh:  Colvin, Geoff Jenis: Article from Bulletin/Magazine Dalam koleksi: Fortune vol. 166 no. 4 (Sep. 2012), page 41-43. Topik: Communication Company; Marketing Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: FF16.48 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel What's the secret of survival these days? Change quickly, says AT&T's marketing chief, along with your customer. Bigtime marketing doesn't get much bigger than this: AT&T (T) spends more money -- some $2 billion last year, says Kantar Media -- building a single brand than any other company in America. (Procter & Gamble (PG) wields a larger ad budget but divides it among scores of brands.) Commanding the branding is Cathy Coughlin, 55, AT&T's global marketing officer. She spoke recently with Fortune's Geoff Colvin about creating network TV commercials for the Olympics in 24 hours, the rise of nomophobia (fear of not having your cellphone), why your umbrella's handle may one day glow, and much else. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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