TITLE

SCULPTING THE BRAND

AUTHOR(S)
McCrea, Bridget
PUB. DATE
August 2004
SOURCE
Response;Aug2004, Vol. 12 Issue 11, p24
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Reports on the revelation of Randy Potter, former Nautilus Group Inc. chief marketing officer on the success of the company formerly known as Bowflex of America. Integration of short-form spots into the company's advertising mix; Sales posted by the company as a result from an effective combination of television commercials; Impact of DRTV on creating brands. INSET: Potter Steps Down.
ACCESSION #
14042831

 

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