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1. Building circulation through creative marketing: an Australian case example

Author

Jackson, John

Subjects
Marketing -- Methods, Problem solving -- Methods, Australian newspapers -- Marketing, Business creativity -- Case studies, Business, Business, general
Abstract

A creative team effort is an effective way of handling problem-solving situations. The Australian Examiner Newspaper Group's marketing arm successfully made use of teamwork to boost circulation of the Sunday Examiner. The problem-solving program involved brainstorming utilizing the following steps: finding facts, identifying problems and opportunities, developing ideas, finding solutions and finding acceptance. Circulation increased by about 20%.

Published
1991

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