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商品編號： 9-502-046 出版日期： 2002/02/11 作者姓名： Moon, Youngme;Herman, Kerry 商品類別： Marketing 商品規格： 26p 再版日期： 2005/10/12 地域： North America 產業： Automotive industry 個案年度： 2001 - 2001
商品敘述：
Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all indications, the nontraditional campaign has been a huge success. Now the question is, what to do for an encore?
涵蓋領域：
Communication strategy;Cause marketing;Innovation;Organizational behavior;Patents;Advertising;Consumer behavior;Brand management;Strategy execution;Economics
相關資料：
Case Teaching Note, (5-503-073), 39p, by Youngme Moon;Spreadsheet Supplement, (XLS204), 0p, by Youngme Moon, Kerry Herman
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