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August 20, 2007 Case Study: P&G's BeingGirl.com Builds Lasting Brand Loyaltyby Lisa Bradner with Christine Spivey Overby, Sarah Glass |
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This is an excerpt
Procter & Gamble (P&G) wanted to build an online destination for teen girls seeking information related to feminine care. The site it built, BeingGirl.com, provides health content, product information, and teen community in a safe, entertaining environment. By investing in content, offline marketing of the site, and strategic partnerships, P&G has created a successful teen destination that drives not only visits and engagement, but also sales.
This is an excerpt
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eBusiness/eCommerce, Business-To-Consumer eCommerce, eBusiness/eCommerce Strategy, eBusiness/eCommerce Adoption, eBusiness/eCommerce Best Practices, Marketing & Advertising, Relationship Marketing, Interactive Marketing, Brand Strategy, Customer Experience, Web Site Design
Consumer Packaged Goods, Retail
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