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Telewest Broadband: 2005 IDM Business Performance Awards Diamond Award winner — Campaign: ‘Altogether better value’

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This case study demonstrates how a relatively low-spending, barely known brand, competing in diverse markets, managed to take on and beat UK market leaders.Journal of Direct Data and Digital Marketing Practice (2006) 7, 143–150; doi:10.1057/palgrave.dddmp.4340565

Document Type: Research Article

DOI: http://dx.doi.org/10.1057/palgrave.dddmp.4340565

Publication date: October 1, 2006

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