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Marketing targets more narrowly defined consumer segments all the time, but whether this translates into a more sophisticated approach depends. For example, the top-rated cable television channel in the U.S., Nickelodeon, creator of "SpongeBob SquarePants," likes to compare its programming to, ahem, noisy flatulence suddenly emerging in a quiet concert hall, according to Pamela Kaufman, Nickelodeon's chief marketing officer. She delivered a keynote address at the 2008 Kellogg Marketing Conference, held at the Donald P. Jacobs Center on Jan. 26.
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