Shell - Velocita
Andy Brown, Stephen Barber, Douglas Moody-Stuart and Tina Chao
This paper explains how Shell formed a partnership with The Marketing Store to create and implement a global promotion to shift attitudes and behaviours of those consumers with no strong preference for Shell fuels.
Shell – Velocita
Principal Author: Andy Brown - The Marketing Store Contributing Authors: Stephen Barber, Douglas Moody-Stuart - The Marketing Store; Tina Chao - Shell
1. THE BACKGROUND
This is the story of how The Marketing Store developed what is considered...