Knowledge@SMU

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

11-2006

Abstract

To drive home the subject of his speech at the recent third annual Wharton Marketing conference, Michael Polk, president of Unilever United States, flashed up a definition straight from the dictionary: 'Innovation: a new idea or method; a change in something established.' Polk, who manages such brands as Dove, Axe, Slim-Fast, Country Crock, Wishbone and Q-Tips, said innovation, not invention, lies at the heart of successful marketing campaigns.

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Article ID

1034

Subject(s)

Marketing

Included in

Marketing Commons

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