Deere goes beyond famed brand to cultivate ties with customers

beeler, Amanda
May 2000
Advertising Age;5/22/2000, Vol. 71 Issue 22, p32
Trade Publication
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.


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