Working with Advertising Agencies — The Saab‐Scania Experience

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.

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