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Other Papers on :Royal Dutch/Shell Group

Other Papers on :Marketing Communications

P/M/785. Shell’s new centralised approach to international marketing communications

(2006, 3000 words)

The paper reports on Shell’s corporate strategy focusing on the new centralised approach to their international marketing communications. The company’s market position is identified using McKinsey matrix; their centralised brand and communication strategy is described focusing on the advertising campaign. The effectiveness of the collaboration between Shell and the international advertising agency J Walter Thompson is evaluated. Recommendations are made about further directions in Shell’s strategic development.
 
   
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