Subject Index
 

In order to bring consumer insights into the organisation and create involvement there is a need to move away from the notion that consumer insight is, and should be something that only interests cons ...

Campaign by Bartle Bogle Hegarty in 1999 for Electrolux Foodcare. Objective: to position Electrolux kitchen appliances a key ingredient in the cooking process. Media: TV (in several countries), which ...

This paper demonstrates how a combination of the usual and the unexpected helped. Electrolux to position a vacuum cleaner on a health rather than a housepride platform. The campaign ran in France, the ...