Introduction
Marketing communication is the integral part of the brand strategy of an organization and can enable the firm to acquire competitive positions. This case describes how to competitive hospitals Brianwood and Crestview operating in the same locality compete against each other. Crestview has made a smart marketing communication move by acquiring two billboards near Brianwood. The pros and cons from the perspective of Crestview Hospital of the placement of its new billboard directly adjacent to Brianwood Medical Center Crestview Hospital will gain a lot of publicity by placing its new billboard directly adjacent to Brianwood Medical Center as it ...
