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Simplicity and Consistency: Coordination of a Global Advertising Campaign

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AUTHOR(S):

Margaret Bruce, Lecturer in Marketing and Design Management, Manchester School of Management, UK ; Peter L. Phillips, Director of Corporate Identity, Digital Equipment Corporation

 

How should an international corporation organize a global identity program? Digital Equipment Corporation, which had previously dispersed this responsibility to various business units, has now centralized this function. While the creation of individual a

 

PUBLISHED: 1992

 

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