P&G mixes up its marketing tactics

03/29/2004 | Advertising Age (tiered subscription model)

Improved analytical tools and increased general awareness have caused Procter & Gamble to employ more marketing-mix models, which analyze data from price-scanners, public relations campaigns and other areas to conclude how to best market products. Marketing-mix helped P&G save millions by shifting millions from advertising to promotions. One difficulty data analyzers face, according to a marketing expert, is Wal-Mart's decision in 2001 to stop releasing scanner data to syndicated research companies, but a marketing professor says such analysis is still beneficial.

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