Subject Index
 

This paper is a brief case study of Le Mois Magique, a key annual celebration and sales event with promotions and a game of the same name. To attract the public's attention, the aim was to adopt a cre ...

Air cargo is a competitive business in which clients frequently swap suppliers. Following the merger of Air France & KLM cargo, the aim was to become the most effective and customer-driven air cargo g ...

This brief paper discusses the Dockers promotion to launch “new cut” trousers, and illustrate the brand's return to its native California. By encouraging consumers to purchase a new pair, they would r ...

This brief paper discusses the campaign for the Nokia 9300, a 'hero device' selected to be marketed and distributed in several countries at once. This exclusive, high-impact Nokia 9300 Terminal promot ...

This brief paper dicusses a campaign by Austrian supermarket Billa, during which, on a quarterly basis, members of BILLA Club with the highest purchasing power received a gift box. In return, Billa wa ...