Principles of Marketing, Student Value Edition Plus MyLab Marketing with Pearson eText -- Access Card Package (17th Edition)
17th Edition
ISBN: 9780134642321
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Question
Chapter 14, Problem 14.19CC
Summary Introduction
Case summary:
Few years later Company V was the one of the biggest producers of trucks (commercial) in the world have faced a challenge. It plans to launch 5 new trucks model in a year. For this Company V needs more communication with the customers so that all the people will talk more about the trucks. It does not want just to have contact with the corporate truck buyers. It wants to target the regular users.
Characters in the case:
- Company V
To discuss: The way live test campaign determines the characteristic of integrated marketing communication and the grade of Person X on the integration effectiveness.
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Chapter 14 Solutions
Principles of Marketing, Student Value Edition Plus MyLab Marketing with Pearson eText -- Access Card Package (17th Edition)
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