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  • June 2011 (Revised May 2012)
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Procter & Gamble: Marketing Capabilities

By: Rebecca M. Henderson and Ryan Johnson
  • Format:Print
  • | Language:English
  • | Pages:17
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Abstract

P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments in digital media for its men's hygiene brand Old Spice, P&G was a seasoned marketer with strong consumer research, a powerful innovation network, and the world's largest financial commitment to advertising.

Keywords

Advertising; Change Management; Globalized Markets and Industries; Innovation Strategy; Brands and Branding; Marketing Communications; Expansion; Consumer Products Industry

Citation

Henderson, Rebecca M., and Ryan Johnson. "Procter & Gamble: Marketing Capabilities." Harvard Business School Case 311-117, June 2011. (Revised May 2012.)
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About The Author

Rebecca M. Henderson

General Management
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Related Work

    • June 2011 (Revised May 2012)
    • Faculty Research

    Procter & Gamble: Marketing Capabilities

    By: Rebecca M. Henderson and Ryan Johnson
Related Work
  • Procter & Gamble: Marketing Capabilities By: Rebecca M. Henderson and Ryan Johnson
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