ringkasan teori

Jun 21st, 2015
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Alabama State University
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ONCE AGAIN THIS YEAR, WE WILL PUT IN PLACE POR THE MONTH OF AUGUST OUR SUMMER SHORT WEEK WOEK SCHEDULE. AS IN THE PAST, EACH FRIDAY DURING THE MONTH OF AUGUST,FULL TIME ON SITE EMPLYEES WILL BE ALLOWED TO GO HOME AT 3:00 P.M, RATHER THAN AT 5:00 P.M,

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______________________________________________________________________________XM Satellite RadioCompeting in the New Digital World______________________________________________________________________________This case was written by Professor Michele Greenwald, Visiting Professor at HEC Paris, for usewith Advertising and Promotion: An Integrated Marketing Communications Perspective 7thedition by George E. Belch and Michael A. Belch. It is intended to be used as the basis for classdiscussion rather than to illustrate either effective or ineffective handling of a managementsituation.The case was compiled from published sourcesIntroductionWhen Fortune magazine named its product of the year in 2001, the winner was a new technologythat many feel may revolutionize the way we listen to radio. The magazines rationale for itsselection stated: Of all the new technologies of 2001, XM Satellite Radio is way, way, wayabove the rest. Its the first major advance in radio since FM emerged in the 1960s, and the bestthing to happen to mobile music since the dashboard CD player. After spending more than abillion dollars for programming and satellite operating expenses, as well as catchy TVcommercials featuring celebrities such as David Bowie, B.B. King and Snoop Dogg;XMSatellite radio hit the airways in the Fall of 2001, claiming that it would do for radio what cabledid for television. XM used Rock and Roll, its two Boeing 702 satellites sta

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