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商品編號： 9-591-005 出版日期： 1991/03/20 作者姓名： Quelch, John A. 商品類別： Marketing 商品規格： 17p 再版日期： 1993/06/04 地域： United States 產業： Petroleum extraction 個案年度： 1989 - 1989
商品敘述：
This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details. Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford Research Institute is used in specifying target markets.
涵蓋領域：
Market research;Advertising;Polls & surveys
相關資料：
Case Teaching Note, (5-591-141), 5p, by Elisa M. Palter;Video Short, (6683), 0p, by John A. Quelch
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