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BOSTON Procter & Gamble credited marketing improvements as part of the reason for its better-than-expected first quarter of fiscal 2007.
Despite recent commodity price increases, the company’s net sales grew 27 percent to $18.7 billion behind strong results on the base business and on Gillette.
“We’re getting real traction from our marketing ROI and media-mix modeling,” CEO A.G. Lafley said in a conference call with analysts today. “That means we’re better able to reallocate” what the company spends on marketing.
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