TITLE

Deere goes beyond famed brand to cultivate ties with customers

AUTHOR(S)
beeler, Amanda
PUB. DATE
May 2000
SOURCE
Advertising Age;5/22/2000, Vol. 71 Issue 22, p32
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the direct marketing efforts of Deere & Co. for its John Deere brand of farm equipment in May 2000. The firm aims to reinforce its brand identity among urban and suburban consumers. Deere relies on direct marketing and allocates a large percentage of its advertising budget to direct marketing programs. The company uses videotapes in marketing consumer and commercial products.
ACCESSION #
3127508

 

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