Marketing a car. Business marketing case study
Description
At Holden, an Australian subsidiary of General Motors, no expense was spared in the design and development of the Commodore-a big car in need of a big promotional splash. Using the Holden Commodore as a case study, this program moves from the basics-"What is marketing?"-to the intricacies of an innovative launch campaign involving a TV documentary on the Commodore; a magazine-length advertorial on the Commodore in Wheels, Australia's oldest and biggest-selling motoring monthly; and an airship with a gigantic color display monitor.
Runtime
26 min
Subjects
- Branding (Marketing) (220)
- Advertising campaigns (53)
- International business enterprises (261)
- Marketing (459)
Genre
Date of Publication
[2009], c2007
Database
Films on Demand
Direct Link
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