商品簡介
Following the first two volumes in the series, Encyclopedia of Major Marketing Campaigns (1999, 2007), this volume profiles 100 advertising and marketing initiatives of 2010-2013 notable for their innovation, effectiveness in selling products or services, or for the significance of their companies. Campaigns include:AT&T's "Up All Night," Durex's "Vinyl," Intel's "Museum of Me," Metropole Orchestra's "Save An Orchestra," Priceline.com's "The Priceline Negotiator Lives!," Toyota's "Backseat Driver," and 7-Eleven's "Bring Your Own Cup Day." Entries list the company name, product name, website, country strategy deployed in, strategy name, marketing tactic, sector, and strategy date. They include text and bulleted points on the situational analysis, target market, marketing strategy, marketing tactics, and outcome; boxed supplemental material; and further reading. Annotation c2013 Book News, Inc., Portland, OR (booknews.com)
