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Marketing Management 

Call to Action 

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Published 11/25/2009 

Author: Carl Johnson and Henry Rak 

M. Carl Johnson III is senior vice president and chief strategy
officer for Camden, N.J.-based Campbell Soup Company,
with responsibility for corporate strategy, global research and
development/quality, corporate marketing services, corporate
licensing and e-business. He may be reached at carl_johnson@campbellsoup.com.

Henry Rak is managing director of Libertyville,
Ill.-based Henry Rak Consulting Partners. He relies
on his 35 years of experience in consumer packaged goods to
provide companies with cutting-edge business insights and
strategies. He may be reached at hrak@hrcpinsights.com.

 

Summary

The consumer packaged goods industry is at a crossroads, as senior management seeks profit growth in a troubled business climate. Marketing skills are needed to establish a mix of positioning, spending and pricing, but marketing effectiveness has faltered of late. The authors of this article examine how the proper talent, best practices, analytical tools and active leadership can strengthen brand building.

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