Cunard, the luxury of an old line company in the world, is faced with a number of key issues related to marketing and marketing communications strategy. One concerns the balance between image / advertising and short-term oriented promotions / communications on behalf of each individual ship Cunard (eg, "pull" versus "push" communication). In connection with this is the overall combination of marketing communication tools used by Cunard - media advertising, direct marketing, etc. Another issue is the focus of the marketing communication between Cunard emphasis on corporate identity and focus on the personality of individual vessels. The organizational set-up is one of the integrated marketing communications for the company and its products. Affect consideration of a period of economic conditions adversely affecting sales, along with the effects of the US-Iraq conflict for consumer leisure travel. "Hide
by Stephen A. Greyser, Robert F. Young Source: Harvard Business School 25 pages. Publication Date: June 24, 1994. Prod. #: 594046-PDF-ENG
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