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Dropped call: How and why AT&T killed a $6.7B brand.
- Source :
-
Advertising Age . 1/8/2007, Vol. 78 Issue 2, p3-29. 2p. - Publication Year :
- 2007
-
Abstract
- The article looks at AT&T's plans to eliminate Cingular, which the company hopes will help cross-selling. According to the article, AT&T is not giving many details in their decision to get rid of the Cingular brand, however, key for the company seems to be the promise of cross-selling wireless service with other cable offerings.
- Subjects :
- *ORGANIZATIONAL change
*BUSINESS planning
*WIRELESS communications
Subjects
Details
- Language :
- English
- ISSN :
- 00018899
- Volume :
- 78
- Issue :
- 2
- Database :
- Academic Search Index
- Journal :
- Advertising Age
- Publication Type :
- Periodical
- Accession number :
- 23659280