Ford brand manager focuses on trendsetters

Halliday, Jean
February 2000
Automotive News;2/14/2000, Vol. 74 Issue 5861, p30
Trade Publication
Reports on the success of the marketing strategy employed by Julie Roehm, Ford Motor Co.'s brand manager for Ford Focus car model. Launch of live television advertising; Allowing young trendsetters to drive the car in five cities for seven months; Plans of launching a fall special edition.


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