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Case
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Reference no. 9-502-S24
Spanish language
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2002
Version: 31 August 1988
Length: 24 pages
Data source: Field research

Abstract

This is a Spanish version. Bill Ryan, president of the Gillette Company's Personal Care Division, is considering changing the division's planning and control system for marketing. White Rain, the division's most recent success, had been launched by taking shortcuts through the system, while other marketing programs the system produced sometimes still faltered. The case examines the components of a planning and control system for marketing, criteria for good systems and good programs, and ways that marketing managers work with a system.
Location:
Industry:
Size:
USD2.4 billion sales
Other setting(s):
1982-1986

About

Abstract

This is a Spanish version. Bill Ryan, president of the Gillette Company's Personal Care Division, is considering changing the division's planning and control system for marketing. White Rain, the division's most recent success, had been launched by taking shortcuts through the system, while other marketing programs the system produced sometimes still faltered. The case examines the components of a planning and control system for marketing, criteria for good systems and good programs, and ways that marketing managers work with a system.

Settings

Location:
Industry:
Size:
USD2.4 billion sales
Other setting(s):
1982-1986

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