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商品編號: 9-596-036 出版日期: 1995/09/01 作者姓名: Fournier, Susan 商品類別: Marketing 商品規格: 32p 再版日期: 1996/08/30 地域: United Kingdom;United States 產業: Automotive industry;Retail trade 個案年度: 1994 - 1994
商品敘述:
Charles Hughes, president and CEO of Land Rover North America, Inc., is debating product positioning options for the new Land Rover Discovery. The positioning decision must consider the role of the Discovery vis-`a-vis other vehicles in the LRNA line, the brand''s strengths and weaknesses versus competition, and the positioning of the Land Rover umbrella brand in the U.K. An allocation of marketing funds across brands and mix elements must also be determined and decisions on the company''s innovative retailing strategy and experience marketing initiatives made. The case contains rich consumer behavior data. Includes color exhibits.
涵蓋領域:
Advertising;Brand management;Consumer behavior;Marketing strategy;Product management;Product positioning
相關資料:
Case Teaching Note, (5-597-043), 20p, by Susan Fournier;Video Supplement, (9-598-501), 0p, by Land Rover North America, Land Rover North America;Video Short, (7847), 0p, by Land Rover North America, Land Rover North America;Spreadsheet Supplement, (XLS245), 0p, by Susan Fournier
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