Some of the world's biggest brands, including Procter & Gamble, Coca-Cola, L'Oreal and General Motors, see growth potential not just in the developing world but in the U.S. recovery. L'Oreal Chairman and CEO Jean Paul Agon went as far as to characterize the U.S. as an "emerging market" after the company posted more than 7% sales growth in each of the last two quarters of 2012. Jack Neff writes, "Some marketers are turning attention back to the U.S. because they've underinvested here or are responding to increased competition."

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