(Length: 8 pages)

April 1, 2003

Integrated Marketing Best Practice: Volvo Cars

by Jim Nail

with Chris Charron, Esther H. Yuen

Executive Summary (This is a document excerpt)

This is the third brief in the Integrated Marketing series. In this case study, Volvo Cars demonstrates that integrated marketing delivers dramatically higher results -- three times more customer leads -- than simply coordinating elements of the marketing mix.

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Figures & Data
  • Figure 1.  Volvo's Integration Goal: Create A Consumer Relationship
  • Figure 2.  Volvo's 2002 Campaign Far Outperformed Its 2001 Campaign
  • Figure 3.  The TV And Web Site Engage And Invite Consumers
  • Figure 4.  Offers Build Relationships With Volvo Brand
   

Find Documents In Related Categories

This document falls under the following categories. Click on a link below to find similar documents.

Technology: Direct Marketing, Interactive Marketing, Marketing & Advertising, Marketing Planning
Industry: Automotive, Automotive Marketing
Geography: North America
Also in this series:
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