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Coca-Cola Changes Marketing Strategy.(Knight Ridder/Tribune Business News)
Knight Ridder/Tribune Business News, August, 2000 by Unger, Henry
Aug. 16--ATLANTA--After 114 years, Coca-Cola is turning its marketing strategy on its head.
The Atlanta-based beverage giant, known as one of the world's premier marketers, believes its old formula is out of date in a new world order in which consumers and technology are the driving forces.
"In our old model, Coke was at the center of everything we did," Steve Jones, the company's chief marketing officer, said Tuesday. "We created lots of reasons to draw people into the world of Coke."
But that won't work anymore, Jones said, especially since consumers feel empowered to change their buying habits as they see new products and experience new things.
"In our new model, consumers are at the center of the wheel," Jones said. "We're...
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