Consider a magazine’s positioning – it needs to lie somewhere between global and local, between hard news and soft news, and in the right place to deal with the competition. Professor Hellmut Schütte and Jocelyn Probert examine Asiaweek’s positioning, its history and how it struggled to strike a balance in its Asian market.
Content: Case Study
Authors: Hellmut Schütte, Jocelyn Probert
Source: INSEAD
Subjects: International, Marketing / Sales
Industry: Publishing
Company: Asiaweek
Authors: Hellmut Schütte, Jocelyn Probert
Source: INSEAD
Subjects: International, Marketing / Sales
Industry: Publishing
Company: Asiaweek
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