BMW's "Company of Ideas" Campaign:
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ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. | |||||||||||||||||||||||||||||||
Abstract:
The company's new marketing communications campaign was aimed at the creative class, an influential demographic segment in the US. The case highlights the rationale behind the company's new advertising campaign and the initial reactions it received from analysts, marketing experts, and consumers. Issues:
» Understand the rationale behind the "company of ideas" advertising campaign of BMW of North America LLC. Contents:Keywords:BMW AG, Creative Class, Positioning, Marketing Communications, Advertising, Segmenting, Targeting, Marketing Segment, Luxury Cars, Yuppies, Innovation, Media Buy, Niche Brand, Mercedes, Al Ries, Automobile Industry, Creativity, Richard Florida. |
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