Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 12 October 2005
Length: 26 pages
Data source: Field research
Abstract
Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, 'BMWFilms.' This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all indications, the nontraditional campaign has been a huge success. Now the question is, what to do for an encore?
Location:
Industry:
Size:
USD32,693 million revenues, 97,725 employees
Other setting(s):
2001
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 10 February 2006
Length: 39 pages
Data source: Field research
Spanish language
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 15 May 2002
Length: 27 pages
Data source: Field research
About
Abstract
Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, 'BMWFilms.' This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all indications, the nontraditional campaign has been a huge success. Now the question is, what to do for an encore?
Settings
Location:
Industry:
Size:
USD32,693 million revenues, 97,725 employees
Other setting(s):
2001
Related
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 10 February 2006
Length: 39 pages
Data source: Field research
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 15 May 2002
Length: 27 pages
Data source: Field research