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Greyser, Stephen A.Remove Greyser, Stephen A. →

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  • 1993
  • Chapter

Cases, Publication, and Career Development

By: S. A. Greyser
Keywords: Personal Development and Career
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  • 1993
  • Chapter

Marketing Practice: Source of Problems and Insights for Advancing Marketing Knowledge

By: S. A. Greyser
Keywords: Marketing; Practice; Knowledge Acquisition; Knowledge Dissemination; Problems and Challenges
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  • May 1993 (Revised July 1994)
  • Case

P&G and Everyday Low Prices

By: Stephen A. Greyser
Keywords: Product Marketing
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  • March 1993
  • Case

IBM: When the Numbers Failed to Compute

By: Stephen A. Greyser
Keywords: Computer Industry
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  • December 1992
  • Case

BASF: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein
Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details
Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany
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  • December 1992
  • Case

Du Pont: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein
Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details
Keywords: Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Corporate Strategy; Chemical Industry
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  • December 1992 (Revised June 1996)
  • Case

Siemens Corporation (A): Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein
Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,... View Details
Keywords: Advertising Campaigns; Trade; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Germany; United States
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  • December 1992 (Revised October 1993)
  • Case

BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself

By: Stephen A. Greyser and Wendy Smith Schille
Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is... View Details
Keywords: Advertising; Change Management; Transformation; Brands and Branding; Product Positioning; Production; Luxury; Segmentation; Auto Industry
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  • October 1992
  • Case

Maria Guavera's Summer Work: A Personal Odyssey

By: Stephen A. Greyser and Nancy Langford
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  • 1992
  • Book

The Marketing Roles and Impact of "Tombstone" Advertising

By: S. A. Greyser and J. M. Case
Keywords: Advertising
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  • September 1992 (Revised October 1995)
  • Case

Exxon: Communications After Valdez

By: Stephen A. Greyser and Nancy Langford
Focuses on the communications in the period immediately following the March 24, 1989 Alaska oil spill caused by the Exxon Valdez. Includes the text of Exxon Chairman Rawl's "open letter" in an April 3 newspaper advertisment. Addresses the timing and content of... View Details
Keywords: Advertising; Communication; Crisis Management; Marketing Communications
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  • September 1992 (Revised September 1993)
  • Case

Volvo and the Monster Mash

By: Stephen A. Greyser and Nancy Langford
Keywords: Auto Industry
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  • August 1992
  • Case

Procter & Gamble: What's the Story?

By: Ellen D. Herman and Stephen A. Greyser
Keywords: Crisis Management; Ethics; Communication; Strategy
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  • July 1992
  • Case

Bank One and Increased Consumer Credit

By: Stephen A. Greyser
Keywords: Credit; Banking Industry
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  • 1992
  • Book

Cases in Advertising and Communications Management

By: S. A. Greyser
Keywords: Advertising; Communication; Management
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  • January 1992
  • Case

Calling For Cash: The Massachusetts Lottery 900-Number Decision

By: Stephen A. Greyser
Keywords: Decision Making; Massachusetts
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  • November 1991
  • Case

Magic Johnson: Endorsements ""After""...?

By: Stephen A. Greyser
On Thursday, November 7, 1991, Los Angeles Lakers star Earvin "Magic" Johnson announced his retirement from basketball in the wake of having tested positive for HIV, the virus that causes AIDS. Magic Johnson was one of the most popular figures in sports, both... View Details
Keywords: Marketing Strategy; Value; Sports; Advertising; Alliances; Problems and Challenges; Decision Choices and Conditions; Brands and Branding; Consumer Products Industry; Sports Industry; Entertainment and Recreation Industry
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  • November 1991
  • Case

Investor Relations at Work: Situations in the Financial Marketplace

By: Stephen A. Greyser
Keywords: Business and Shareholder Relations; Communication
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  • November 1991 (Revised October 1993)
  • Supplement

British Airways: ""Go for It, America!"" Promotion (B)

By: Stephen A. Greyser
Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect on overall market share. View Details
Keywords: Advertising Campaigns; Cost Management; Information Publishing; Marketing Strategy; Market Participation; Aerospace Industry
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  • November 1991
  • Case

British Airways: ""The World's Biggest Offer""

By: Stephen A. Greyser
Keywords: Air Transportation Industry
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