Consumers worldwide buy or use billions of Consumer Packaged Goods every day, and the massive global corporations which dominate the industry are home to many of the world’s best-known and longest-lasting brands. The modern discipline of branding was born in the CPG industry and continues to define it today. This primer will introduce you to this world, giving an overview of how products come to exist, how they are managed, and how they compete. You will also see the steps they go through, from initial development to reaching the consumer.

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Skills