Building a super-brand – superfast

Article Type: Abstracts From: Strategic Direction, Volume 29, Issue 2

Colvin G. Fortune, 3 September 2012, Vol. 166 Issue: 4, Start Page: 37, No of pages: 3

Interviews Cathy Coughlin, AT&T global marketing officer, in a Q&A session. Discusses subjects such as AT&T’s use of marketing at the Olympics, how marketing has changed alongside changes in the way that people use media and technology, and how AT&T continues to find growth in seemingly saturated markets such as cell phones. Article type: Viewpoint ISSN: 0738-5587 Reference: 41AX941

Keywords: AT&T, Change management, Marketing strategy