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Publication date: 1 February 1984

Leo‐Arthur Kelmenson

The economic pundits had all but signed Chrysler's death certificate when Lee Iacocca took the reins of this floundering cor‐porate giant in 1979. Now, with Chrysler's $1.2…

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Abstract

The economic pundits had all but signed Chrysler's death certificate when Lee Iacocca took the reins of this floundering cor‐porate giant in 1979. Now, with Chrysler's $1.2 billion in government‐backed loans paid back seven years ahead of schedule and an antici‐pated profit for 1983 estimated at well over $550 million, Leo‐Arthur Kelmenson, President and CEO of Kenyon & Eckhardt, Inc., Chrysler's prin‐cipal advertising agency during its critical sur‐vival years, 1979–82, describes the events which took Chrysler from the brink of extinction to its current position of strength. In analyzing the reasons for this extraordinary turnaround, Mr. Kelmenson focuses on the marketing strategies and advertising campaigns that both served the automaker's day‐to‐day fight for survival and, simultaneously, laid the ground for a long‐term image change for Chrysler products.

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Journal of Consumer Marketing, vol. 1 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 2 August 2013

Judy Foster Davis

The purpose of this paper is to present a biographical review of the career of the late Caroline Robinson Jones (1942‐2001) in order to understand her challenges and contributions…

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Abstract

Purpose

The purpose of this paper is to present a biographical review of the career of the late Caroline Robinson Jones (1942‐2001) in order to understand her challenges and contributions to the advertising profession. Prior to her death, she was considered the foremost African‐American woman in the advertising business. She was the first black woman to serve as a vice president of a major mainstream advertising agency and also established a respected agency bearing her own name. This paper focuses on Jones' contributions to marketing practice and her experiences as a woman of color in the advertising industry.

Design/methodology/approach

This paper uses a traditional historical narrative approach largely based on archival materials housed in the Caroline Jones Collection at the Archives Center of the National Museum of American History at the Smithsonian Institution. Relevant secondary literature was also employed to provide appropriate context.

Findings

While the advertising industry has historically been noted for its lack of diversity among its professional ranks, Jones made significant contributions to the industry. Yet, despite her trailblazing accomplishments, findings suggest her efforts were constrained by structural oppression in the industry concerning gender and race.

Originality/value

Scholarly literature reflecting the contributions and experiences of women of color in the advertising business is nearly non‐existent. This paper provides an analysis using sources which are valuable in understanding career opportunities and challenges for women of color in advertising professions.

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