Working with Advertising Agencies — The Saab‐Scania Experience
Lars Einar
(Market Communications Manager, Saab‐Scania AB, Saab Car Division, Sweden)
135
Abstract
The development of Saab's strategy over the past decade is described. This has been a success story where conventional marketing methods adapted to Saab's special conditions and applied with the organisation's determination and energy, have brought about this complete turnaround situation.
Keywords
Citation
Einar, L. (1987), "Working with Advertising Agencies — The Saab‐Scania Experience", Industrial Management & Data Systems, Vol. 87 No. 11/12, pp. 3-8. https://doi.org/10.1108/eb057493
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited