Abstract
In 1966, Dunlop had commissioned a study to look into the media habits of truck drivers and owners who were primarily responsible for deciding on buying truck tyres. The idea was to arrive at a suitable media mix for the new theme of advertising to be launched by Dunlop in 1967. The case records the research findings, subsequent analysis, and, finally, the media recommendations forwarded by the agency.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0173(B) |
| Title | Dunlop Highway Tyres (B) |
| Pages | 7 |
| Published on | Jan 1, 1976 |
| Year of Event | 1967 |
| Authors | Gupta, Subroto Sen; |
| Area | Marketing (MAR) |
| Discipline | Organizational Behaviour, Strategic Management |
| Sector | Transportation and Logistics |
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