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Volvo Australia's new "masochistic" marketing approach

Svensson, Goran, Wood, Greg and Callaghan, Michael 2006, Volvo Australia's new "masochistic" marketing approach, in 2006 AMS/KAMS CPM Conference, Academy of Marketing Science/Korean Academy of Marketing Science, Gyeongnam, Korea, pp. 1-6.

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Title Volvo Australia's new "masochistic" marketing approach
Author(s) Svensson, Goran
Wood, Greg
Callaghan, Michael
Conference name Academy of marketing science/Korean academy of marketing science: Cultural perspectives in marketing conference (2006: Seoul, Korea)
Conference location Seoul, Korea
Conference dates 12-15 July 2006
Title of proceedings 2006 AMS/KAMS CPM Conference
Editor(s) Moon, Junyean
Publication date 2006
Conference series Academy of Marketing Science and Korean Academy of Marketing Science Conference
Start page 1
End page 6
Publisher Academy of Marketing Science/Korean Academy of Marketing Science
Place of publication Gyeongnam, Korea
Summary The ‘masochistic marketing’ approach applied by Volvo in Australia is a challenging and demanding marketing process, because it plays on the humiliation of the corporate image itself. Masochistic marketing should not be used as a common approach, unless a series of events has turned the corporate image in the marketplace into something that is highly undesirable.
Notes
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Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009734

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