oa Journal of Marketing - Maximising the mini launch : special survey
|Article Title||Maximising the mini launch : special survey|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Publication Date||Aug 2009|
|Issue||Aug / Sep 2009|
As the auto industry chugs along in first gear, the challenge MINI posed to experiential communications agency, VWV Group, was how to launch a mid-range convertible at a time when consumer spending is in the slow lane.
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