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Volvo Australia's new 'masochistic' marketing approach

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conference contribution
posted on 2006-01-01, 00:00 authored by G Svensson, Greg WoodGreg Wood, Michael CallaghanMichael Callaghan
The ‘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 - 6

Publisher

Academy of Marketing Science/Korean Academy of Marketing Science

Location

Seoul, Korea

Place of publication

Gyeongnam, Korea

Start date

2006-07-12

End date

2006-07-15

Language

eng

Notes

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Publication classification

E1 Full written paper - refereed

Editor/Contributor(s)

J Moon

Title of proceedings

2006 AMS/KAMS CPM Conference

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