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

Genre

Date of Publication

[2009], c2007

Database

Films on Demand

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