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Case Publications
Wuhan Art & Advertising Company, The
J.R.G. Jenkins
published: 2006 | Case Study | International Business
Subject Area: Communications; International Business; Marketing
Key Issues: Changing consumer attitudes
Case Description: A Chinese oil and chemical company, which
has had difficulty is selling its soaps and detergents, plans to launch
an improved new detergent. The case focuses on the organization of its
advertising agency, the way in which the agency puts together an
advertising campaign for the new product, and details of the campaign
itself.
# Case Pages: 21
Case Number: 010032-G
Teaching Note: No
revised May 24/06
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