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商品編號： 9-597-002 出版日期： 1997/02/14 作者姓名： Fournier, Susan;Dolan, Robert J. 商品類別： Marketing 商品規格： 25p 再版日期： 2002/01/08 地域： 產業： Automotive industry 個案年度： -
商品敘述：
James McDowell, vice president of marketing at BMW North America, Inc., must design Phase II communication strategies for the launch of the new BMW Z3 Roadster. The program follows an "out-of-the-box" prelaunch campaign centered on the placement of the product in the November 1996 James Bond hit movie, "GoldenEye", and including other "nontraditional" elements such as a product appearance on Jay Leno''s Tonight Show, an offering of a Bond Edition Roadster in the Neiman Marcus Christmas Catalog, and large-scale public relations activities. McDowell must assess the effectiveness of the prelaunch activities and design marketing tactics that can sustain product excitement until product availability in March. Includes color exhibits.
涵蓋領域：
Brand management;Communication strategy;Product launches;Product positioning;Public relations
相關資料：
Case Teaching Note, (5-500-025), 32p, by Susan Fournier, Andrea Wojnicki;Video Short, (7858), 0p, by Susan Fournier, Robert J. Dolan;Spreadsheet Supplement, (XLS247), 0p, by Susan Fournier, Robert J. Dolan
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