Subject Index
 

The “Infiniti in black” campaign was the first African-American marketing effort by Infiniti. The campaign married five African-American visionary artists with Infiniti vehicles. The campaign worked t ...

In October 1998 the Xerox Corporation launched a $10 million advertising campaign in an effort to change people's perception of the Xerox brand. Although long known simply as a photocopy-machin ...

This short paper discusses the launch of the new Citroen C6, a top of the range car, in the second quarter of 2006. The campaign aim was to create a VIP database of prospective buyers, and update the ...

This short paper discusses Diageo's unique efforts to educate its trade partners in the best way to present and serve all five variants of Johnnie Walker Whisky in order to bring opinion leaders close ...

This short paper centres around the launch of a new range of Freshways sandwiches at the IFEX exhibition to target key trade customers. One week prior to the event, they received an invitation to visi ...

This paper demonstrates that over 2003 and 2004, VisitScotland capitalised on the Adventure Sport phenomena by extending Brand Scotland to include adventure sports, strategically and creatively build ...

Invest Northern Ireland, the government economic development agency, launched its Accelerating Entrepreneurship Strategy in 2003 to addresses the relatively low level of entrepreneurship in Northern I ...

The objective for Ahlstrom Corporation was pure and simple. From a zero beginning, to make a substantial impact into the Italian coffee filter market, which is one of the biggest markets of its type i ...