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The Integrated Marketing Team: Reinventing Maxfli Golf

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AUTHOR(S):

Cheryl L. Swanson, Senior Vice President, Wallace Church Associates

 

Is it possible to reshape the identity of a golf ball? The answer is emphatically yes, and Cheryl Swanson describes how. Maxfli used an innovative team approach that blended in-house talent with consultants in advertising, identity, promotions, and public

 

PUBLISHED: 1998

 

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