Customers at the wheel

Mortimer, Ruth
November 2004
Brand Strategy;Nov2004, Issue 187, p54
Trade Publication
Reports that automobile firm Land Rover Ltd. are pushing the boundaries of experiential marketing to bring their brands to life. Need to translate consumer perceptions of the brand into concrete tangible experiences; Offering of free half-day training programs for customers to learn the capabilities of their vehicle; Land Rover's largest piece of experiential marketing.


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