Question
(41 Marketing_Management_15e_Philip_Kotler) 1. The Marketing Excellence section of Chapter 21 is about Unilever's Axe and Dove. Review this and respond to: a. What makes personal
(41 Marketing_Management_15e_Philip_Kotler)
1. The Marketing Excellence section of Chapter 21 is about Unilever's Axe and Dove. Review this and respond to:
a. What makes personal marketing work? Why are Dove and Axe so successful at it?
b. Can a company take personal marketing too far? Explain.
c. Is there a conflict of interests in the way Unilever markets to women and young men? Is it undoing all the good that might be done in the "Campaign for Real Beauty" by making women sex symbols in Axe ads? Discuss.
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Management A Practical Introduction
Authors: Angelo Kinicki, Brian Williams
4th Edition
0073381489, 978-0073381480
