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| Author: | Comstock, B. |
| Title: | Re-imagining GE |
| Journal: | Admap
2005 : VOL. 40:2, p. 14-16 |
| Index terms: | Advertising Brands Global marketing |
| Language: | eng |
| Abstract: | The article describes how one of the world's major advertisers, General Electric, tore up a long-running ad approach and launched a new global campaign. It discusses all the major factors that the change involved and the results of this turnaround. |
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