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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.
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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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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.