TITLE

The Plymouth Renaissance

AUTHOR(S)
Bruyn, Steven D.
PUB. DATE
June 1996
SOURCE
Marketing Management;Summer96, Vol. 5 Issue 2, p56
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This article focuses on the marketing strategies for the Plymouth Renaissance automobile adopted by Chrysler Corp. The automobile's market potential has developed since the 1970s. The company has coordinated its technical, design and marketing departments to launch the automobile in the market. The Renaissance team gave considerable attention in choosing the target market. The team decided to extend the automobiles appeal to women because these buyers typically purchase kind of cars, such that of Chrysler's. Amazing amounts of creativity and energy were generated and unleashed by the Plymouth Renaissance Team because Chrysler, as an organization, identified a task and supported its process with interactive management.
ACCESSION #
9612122894

 

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