AT&T Long Lines - 1982 Finalist
John D.C Little, MIT
Alvin J. Silk, MIT
Emily Bassman, MIT
AT&T developed a new marketing strategy for its residential long distance market place. The five year program of market segmentation, ad copy testing and a new ad campaign was tested in a large field experiment. The experiment showed that ad copy changed purchase behavior and that the AT&T should see an additional $100million by implementing the new ad campaign.
It looks like no one has posted a comment yet. You can be the first!
You need to log in, in order to post comments.
Category: Management | Updated almost 7 years ago
Added almost 7 years ago | 00:23:42 | 14183 views
Added almost 7 years ago | 00:35:27 | 10820 views
Added almost 7 years ago | 00:29:03 | 13541 views
Added almost 7 years ago | 00:36:58 | 17737 views
Added almost 7 years ago | 00:34:41 | 20242 views