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It focuses on the customers and how they suddenly picked up the marketing cues and stories depicted by the various promotional parties that were led by James McDowell, BMW's marketing vice president. This was a marketing campaign that gained a lot of merit and success ? by using unconventional promotion methods to put their product out into the public. The primary methods tried to stay away from the usual billboards and print media. Rather, the marketing teams decided to take the car into the new world of cinema and multimedia, where sound, sight, video and technology would promote the car ? during a time of accelerated IT growth ...
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