wood-volvoaustralia-2006.pdf (338.21 kB)
Volvo Australia's new 'masochistic' marketing approach
conference contribution
posted on 2006-01-01, 00:00 authored by G Svensson, Greg WoodGreg Wood, Michael CallaghanMichael CallaghanThe ‘masochistic marketing’ approach applied by Volvo in Australia is a challenging and demanding marketing process, because it plays on the humiliation of the corporate image itself. Masochistic marketing should not be used as a common approach, unless a series of events has turned the corporate image in the marketplace into something that is highly undesirable.
History
Event
Academy of marketing science/Korean academy of marketing science: Cultural perspectives in marketing conference (2006: Seoul, Korea)Pagination
1 - 6Publisher
Academy of Marketing Science/Korean Academy of Marketing ScienceLocation
Seoul, KoreaPlace of publication
Gyeongnam, KoreaStart date
2006-07-12End date
2006-07-15Language
engNotes
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E1 Full written paper - refereedEditor/Contributor(s)
J MoonTitle of proceedings
2006 AMS/KAMS CPM ConferenceUsage metrics
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