Advertisement
 
YOU ARE HERE: LAT HomeCollectionsMarketing

The Year in Preview

1997-98 REVIEW AND OUTLOOK | MARKETING

Some of the nation's key industries are counting on a continued strong economy to fuel sales. For others, competition, legislative trends or the troubles in Asia will present challenges. Here's what some Times reporters see in 1998 for the industries they cover:

December 28, 1997|DENISE GELLENE

Advertising expenditures will increase, but not by as much as in 1997. Branding will continue to be the mantra of corporate marketers as they look for ways to turn products or services into franchises. But as they promote themselves in every possible way, big firms such as Nike and Walt Disney risk consumer backlash. Few athletes heading to Japan in February will bring home the gold in the Olympics endorsement sweepstakes, especially considering that the Atlanta Games produced no media stars.

Advertisement
Los Angeles Times Articles
|
|
|