Using Kellogg's as his focus, marketing executive Mike Mickunas explains how important it is for companies to remain humble and open to customers. He traces the history of the Kellogg Company and shows how the company restructured after hitting a period of stagnation.
- Type of Content: Conference
- Title: Foods and Brands that Matter – Serving the Needs of Cultures and Consumers Around the World
- Publisher: SAGE Publications, Ltd.
- Publication year: 2016
- Online pub date:
- Discipline: Business & Management
- Subject: Brand Management & Strategy, Consumer Marketing, Advertising & Promotion
- Duration: 00:39:49
Keywords: access to nutritious foods, accessibility of foods, adaptation, advertising, anger, assessment, attention (psychology), attitudes and behavior, bargaining, beliefs (psychology), brand management, brand personality, breakfast cereals, breakfast in the classroom, business cycles, business growth, business management, business models, cereals, child development, collaboration, commercialization, consumer demand, consumer preferences, corporate culture, customer centrality, customer expectations, denial, depression, desire, digestion, food, food and nutrition, food, genetically modified, goal setting, healthy eating, hunger and nutrition, innovation (business), international marketing research, international markets, Kellogg Foundation, market research, marketing and customer value, marketing campaigns, mission, missions and mission statements, multinational corporation, myopia, needs and wants, needs assessment, nutrition and public health, openness and honesty, power and power relations, priority setting, recognition, restructuring, Social media, South Africa, Sponsorship, Success, Success for all, Sugar, Sustainability, television shows, transparency, trends, understanding (cognition), values (guiding principles), westernization, worldviews
Kellogg Company, 1906-People
Speaker: Mike MickunasOnline ISBN: 9781473990449Copyright: (c) SAGE Publications Ltd., 2016