Adaptive Marketing
James M. Kilts
(President of Kraft USA, an operating unit of Kraft General Foods)
427
Abstract
Discusses several aspects of adaptive marketing as practised by one particular food company – Kraft General Foods. Considers the application of similar marketing ideas across the global marketplace, the revitalization of established businesses, and the application of new business systems to fulfil changing consumer needs. Concludes that while these concepts are not new, they are effective because they are derived from the principle of knowing one′s customers.
Keywords
Citation
Kilts, J.M. (1990), "Adaptive Marketing", Journal of Consumer Marketing, Vol. 7 No. 3, pp. 39-45. https://doi.org/10.1108/EUM0000000002581
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited