Breaking out of the box

Doonar, Joanna
October 2005
Brand Strategy;Oct2005, Issue 196, p20
Trade Publication
Details the marketing strategy used by Swedish automobile company, Volvo AB, to change its boxy image. Rise in the company's European sales between 2003-2004; Reputation of Volvo automobiles among consumers; Factors that contributed to the success of the car brand; Target market of Volvo; Key features of the firm's marketing and advertising strategies. INSET: Tim Ellis on . . ..


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