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Case
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Reference no. 567-050-1
Subject category: Marketing
Authors: RA Gowland (Cranfield University); N L Barnett (Cranfield University)
Published in: 1967
Length: 6 pages
Data source: Field research

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.
Location:
Industry:
Size:
Medium
Other setting(s):
1965

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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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Location:
Industry:
Size:
Medium
Other setting(s):
1965

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