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。
Newton Launch (A)
內容大綱
A telephone company is launching a new network feature, voice mail, and requires a complete marketing communication program. This case provides detailed market information to enable specification of target audiences and communication objectives. (A sequel to this case addresses media and production costs, Newton Launch (B).)
學習目標
<ul><li>To illustrate and discuss the various market descriptors typically available to a marketer in terms of their usefulness in selecting target markets and preparing marketing communication campaigns.</li><li>To practise determining a market target.</li><li>To illustrate the many aspects of an integrated marketing communication mix; examine marketing communication budget allocation.</li></ul>Newton Launch (B) contains a glossary of media terms and unlike many cases, production costs and other media details; illustrate diffusion of innovations.