Subject category:
Marketing
Published in:
1967
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Abstract
The British subsidiary of an American company has been accustomed to developing its own advertising strategy. The United States parent has now decided to adopt a standard worldwide format for future advertisements in the United Kingdom. The British marketing manager feels that if he is to keep autonomy in advertising he must prove that his system is better.
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Abstract
The British subsidiary of an American company has been accustomed to developing its own advertising strategy. The United States parent has now decided to adopt a standard worldwide format for future advertisements in the United Kingdom. The British marketing manager feels that if he is to keep autonomy in advertising he must prove that his system is better.