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Case Study
1.
Saturn Corporation: Saturn Relaunch campaign
Ed Dinger, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1465-1472
After establishing a clear identity as a customer-friendly carmaker in the 1980s, Saturn Corporation, a subsidiary of General Motors Corporation (GM), lost its way in the late 1990s. To regain its foo ...

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Case Study
2.
Saturn Corporation: Why Didn't Anyone Think Of This Before? campaign
Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1465-1472
On November 1, 1998, the Saturn Corporation, a subsidiary of General Motors (GM), became the first car company to offer a three-door coupe when it introduced an updated model of its SC coupe. The th ...

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