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oa Journal of Marketing - Maximising the mini launch : special survey

 

Abstract

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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/content/mfsa1/2009/08/EJC74578
2009-08-01
2016-12-08
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