Marketers must aim for the sweet spot, says Coke exec

09/30/2013 | Guardian (London), The

Companies need to earn consumer trust if they're to market CSR efforts effectively, says Javier Rodriguez Merino, Coca Cola's global senior director of sustainability marketing. That means listening to consumers and identifying their priorities. "We cannot treat branding and social impact as separate anymore. Together, they are sweet spot marketing," Rodriguez Merino says.

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Guardian (London), The

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