TITLE

A match made in hog heaven: Ford studies Harley's happy herd

AUTHOR(S)
Geist, Laura Clark
PUB. DATE
March 1999
SOURCE
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM36
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article provides information on the five-year marketing agreement between Harley Davidson and Ford Division. With the agreement, Ford is exploring everything from co-branding a vehicle to benchmarking Harley's relationship-marketing strategy to the sale of aftermarket accessories. Ford also plans to benchmark Harley Davidson's owner-relationship programs, such as its Harley Owner Group (HOG) database. HOG tracks each Harley owner in terms of what motorcycle and aftermarket products he or she buys. The deal calls for Ford to sponsor the Harley team in the Superbike racing series and loan some motorsports engineers to Harley to improve the performance of Harley's racing bikes.
ACCESSION #
18196830

 

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