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Masochistic marketing : not one of Volvo Australia's safest strategies?

Svensson, Goran, Wood, Greg and Callaghan, Michael 2005, Masochistic marketing : not one of Volvo Australia's safest strategies?, in ANZAM 2005 : Proceedings of the 19th ANZAM Conference, ANZAM, [Canberra, A.C.T.], pp. 2-13.

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Title Masochistic marketing : not one of Volvo Australia's safest strategies?
Author(s) Svensson, Goran
Wood, Greg
Callaghan, Michael
Conference name Australian and New Zealand Academy of Marketing. Conference (19th : 2005 : Canberra, A.C.T.)
Conference location Canberra, A.C.T.
Conference dates 7-10 December 2005
Title of proceedings ANZAM 2005 : Proceedings of the 19th ANZAM Conference
Editor(s) Davies, Doug
Fisher, Greg
Hughes, Raechel
Publication date 2005
Conference series Australian and New Zealand Academy of Marketing Conference
Start page 2
End page 13
Total pages 12
Publisher ANZAM
Place of publication [Canberra, A.C.T.]
Keyword(s) advertising
masochistic marketing
risk
Summary The marketing approach used by Volvo to debunk the stigma of "Bloody Volvo Driver" in the Australian marketplace appears to be a rare approach and could be perceived to some extent as being 'masochistic'. A masochistic marketing approach, as coined by the authors of this paper, is a high-risk venture. It is a challenging and a demanding initiative because it plays on the humiliation of the corporate image itself. The core idea of the masochistic marketing approach violates, or at least appears to oppose, the fundaments of marketing. The underlying idea is to tum a stigmatised image in the marketplace into something useful and valuable in forthcoming marketing and business activities, however, in the process that corporate image may deteriorate even further.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 1740882458
9781740882453
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2005, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30006646

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.