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.
Business | Marketing
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Unilever's Michael Polk: It's All about 'Dislocating Ideas'. (2006). Knowledge@SMU.
Available at: http://ink.library.smu.edu.sg/ksmu/326