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Case Study
1.
Piaggio USA, Inc.: Vespa Reintroduction campaign
Ed Dinger, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1337-1340
The Vespa motor scooter gained worldwide fame when one was ridden by actress Audrey Hepburn in the 1950s film Roman Holiday. Manufactured by Italian company Piaggio & C. SpA, the Vespa became a ...

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Case Study
2.
Delta Air Lines, Inc.: Let Yourself Fly campaign
Rayna Bailey, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.407-417
Although Delta Air Lines, Inc., was the number three air-passenger carrier in the early 1990s, by 1996 it was feeling the pressures of low-cost carriers such as Southwest Airlines. Budget-conscious ai ...

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