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商品編號： 9-594-046 出版日期： 1994/06/24 作者姓名： Greyser, Stephen A.;Young, Robert F. 商品類別： Marketing 商品規格： 25p 再版日期： 1994/08/29 地域： United States 產業： Travel and tourism industry 個案年度： 1992 - 1992
商品敘述：
Cunard, the world''s oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy. One concerns the balance between image/positioning advertising and short-term-oriented promotional advertising/communications on behalf of each individual Cunard ship (i.e., "pull" vs. "push" communications). Related to this is the overall mix of marketing communications tools used by Cunard--media advertising, direct marketing, etc. Another issue is the emphasis in marketing communications between focus on the Cunard corporate identity and focus on the identity of the individual ships. The organizational setting is one of integrating marketing communications for the company and its products. Impacting consideration of the issues is a period of economic conditions adversely affecting sales, along with the effects of the U.S.-Iraq conflict on consumer leisure travel.
涵蓋領域：
Advertising;Branding;Consumer marketing
相關資料：
, (9-595-028), 7p, by Stephen A. Greyser, Robert F. Young
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