02823nam a2200505 i 4500 000710496 StDuBDS 20240202172917.0 20160518115802.0 m||||||||d|||||||| cr ||||||||||| 160408s2016 enka fo 000|0|eng|d NEZPRACOVANÝ IMPORT 9781473977655 (ebook) : No price (OCoLC)1017713477 StDuBDS eng StDuBDS rda pn HF5415 658.8 23 Rosenthal, Jean, author. WPP, Ford, and Team Detroit : marketing for global clients / Jean Rosenthal, Arun Sinha & Ravi Dhar. [London] : SAGE, 2016. 1 online resource : illustrations (black and white, and colour). text rdacontent still image rdacontent computer rdamedia online resource rdacarrier SAGE knowledge. Cases Originally Published in: Rosenthal, J., Sinha, A., & Dhar, R. (2013). WPP, Ford, and Team Detroit - Marketing for Global Clients. New Haven, CT: Yale School of Management, Yale University. Retrieved from: https://nexus.som.yale.edu/team-detroit. In 2006, WPP, the world's largest advertising holding company, merged personnel from five separate agencies to serve Ford, its largest client. 'Team Detroit' represented a sharp departure from WPP's previous client relationships. Agencies within holding companies generally battled for accounts, facing each other in industry bakeoffs or managing separate marketing portfolios. 'Hiving off' personnel from existing agencies to create a bespoke entity had rarely been tried. While pulling together Team Detroit proved to be quite challenging, the new agency meshed well with Ford's streamlined marketing function. Team Detroit was able to produce extremely imaginative campaigns, introducing new groups to Ford products. Ford then asked Team Detroit to coordinate all global marketing. WPP and Team Detroit created 'Blue Hives,' new bespoke agencies for global regions. This case study examines this topic. Description based on online resource; title from home page (viewed on May 4, 2016). elektronické knihy fd186907 czenas electronic books eczenas WPP (Firm) Ford Motor Company. Marketing Case studies. Export marketing Case studies. Sinha, Arun, author. Dhar, Ravi, author. SAGE knowledge. Cases. SAGE knowledge https://sk.sagepub.com/cases/wpp-ford-and-team-detroit-marketing-for-global-clients Plný text SBC EB NEPOSILAT EB