2008 Kellogg Marketing Conference

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Why Breaking the Rules?
Customers today are equipped with a greater degree of knowledge and sophistication with regard to the goods and services that they choose to purchase. In order to remain competitive, companies must also become more sophisticated in their approach to marketing and the innovation process. Traditional marketing frameworks still form the cornerstone of most marketing programs, but have been increasingly adapted to meet the challenges brought on by today's empowered consumers.

The 2008 Kellogg Marketing Conference, Breaking the Rules, will take a closer look at the role these classic frameworks play in today's marketing landscape. We will bring together leading academics, authors and industry professionals in order to shed light on this dynamic topic.
Issues to be Addressed
» Creating a Sustainable Innovation Culture
» Connecting with the customer to drive ROI
» Measuring the effectiveness of integrated marketing campaigns
» Creating value through a multi-channel structure
» Leveraging segmentation in a non-CPG world
» Marketing strategy in emerging global markets
Keynote Speakers
Philip Kotler, SC Johnson Distinguished Professor of International Marketing at the Kellogg School of Management
Pam Kaufman, Chief Marketing Officer of Nickelodeon/MTVN Kids and Family Group

http://www.kellogg.no...