Abstract
Each quarter a leading marketing executive writes about an issue that is very much on his mind. This time, William D. Smithburg, executive vice president—U.S. Grocery Products, The Quaker Oats Company, tells about the problems of market planning in a volatile economy.
Smithburg received his MBA from Northwestern University. Before joining The Quaker Oats Company in 1966, Smithburg worked at Leo Burnett Company and McCann Erickson. He progressed through The Quaker Oats Company from brand manager to President of the Foods Division, and finally to his current position.
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