wood-masochisticmarketing-2005.pdf (385.29 kB)
Masochistic marketing : not one of Volvo Australia's safest strategies?
conference contribution
posted on 2005-01-01, 00:00 authored by G Svensson, Greg WoodGreg Wood, Michael CallaghanMichael CallaghanThe marketing approach used by Volvo to debunk the stigma of "Bloody Volvo Driver" in the Australian marketplace appears to be a rare approach and could be perceived to some extent as being 'masochistic'. A masochistic marketing approach, as coined by the authors of this paper, is a high-risk venture. It is a challenging and a demanding initiative because it plays on the humiliation of the corporate image itself. The core idea of the masochistic marketing approach violates, or at least appears to oppose, the fundaments of marketing. The underlying idea is to tum a stigmatised image in the marketplace into something useful and valuable in forthcoming marketing and business activities, however, in the process that corporate image may deteriorate even further.
History
Event
Australian and New Zealand Academy of Marketing. Conference (19th : 2005 : Canberra, A.C.T.)Pagination
2 - 13Publisher
ANZAMLocation
Canberra, A.C.T.Place of publication
[Canberra, A.C.T.]Start date
2005-12-07End date
2005-12-10ISBN-13
9781740882453ISBN-10
1740882458Language
engNotes
Reproduced with the specific permission of the copyright owner.Publication classification
E1 Full written paper - refereedCopyright notice
2005, The AuthorsEditor/Contributor(s)
D Davies, G Fisher, R HughesTitle of proceedings
ANZAM 2005 : Proceedings of the 19th ANZAM ConferenceUsage metrics
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