Abstract
This note deals with the use of editorial publicity in the technical trade press, secured through press communications at the time of introducing the fork lift truck in the market. Over twenty three publications featured news stories and a debate was initiated in newspaper columns on the efficiency of a diesel operated fork lift truck versus a battery- operated machine.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0151 |
| Title | MCK Saxby Fork lift Truck: Campaign for Product Lau |
| Pages | 12 |
| Published on | Jan 1, 1976 |
| Year of Event | 1968 |
| Authors | Rattan, Rajesh; Khurana, Rakesh; |
| Area | Marketing (MAR) |
| Discipline | Innovation and Entrepreneurship, Marketing |
| Sector | Trade |
| Country | India |
| State | Maharashtra |
| City | Bombay |
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