個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Gillette Co.: Dry Idea Advertising (A), The Creative Problem
內容大綱
Presents the first of two cases describing the struggle to solve creative problems on the Dry Idea antiperspirant brand introduced in 1978 by the Gillette Co. and its advertising agency (Batten, Barton, Durstine & Osborne). Provides company and industry background plus a historical brand review, and focuses on the issue facing product manager Carole Johnson in October of 1983: how to get good creativity fast?