Shock therapy for Philips

Shock therapy for Philips

Philips Electronics is struggling to change its image for great products and awful marketing under new, marketing-oriented chairman Cor Boonstra, who has already installed his chief ad agency ally in the new post of senior director of marketing at Philips.

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Bibliographische Detailangaben
Veröffentlicht in:Advertising Age 1996-11, p.I21
1. Verfasser: Crumley, Bruce
Format: Artikel
Sprache:eng
Schlagworte:
Advertising campaigns
Boonstra, Cornelis
Brand image
Consumer electronics
Corporate image
Electronics
Marketing
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Beschreibung
Zusammenfassung:Philips Electronics is struggling to change its image for great products and awful marketing under new, marketing-oriented chairman Cor Boonstra, who has already installed his chief ad agency ally in the new post of senior director of marketing at Philips.
ISSN:0001-8899
1557-7414