Seminar paper from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.0 (A), Hawai'i Pacific University (-), course: Marketing Lecture MBA Programm, language: English, abstract: The United Colors of Benetton: a company of colors and controversies. Offering the world an insight to fashion, as well as, human equality and world issues, Benetton gives us stylish clothing and innovative promotion. While trying to capture an audience favoring Italian character in style and design, the company additionally desires to present the world with contentious campaigns to awaken thoughts and debates. These controversies are jeopardizing Benetton's position in the industry, and its reputation of being trendily unique and committing to world harmony. The United Colors of Benetton (Benetton), an Italian based company, is primarily focusing its business on clothing and controversial advertising. Presented all over the world, the company is available to young and old in combined colors and stylish fashion. In the following pages a complete internal and external analysis of the company will be explained, as well as, a description of the company's overall standing. The alternatives as seen are described to include the advantages and drawbacks of each alternative. Conclusively, a recommendation based upon all of the findings outlined is prescribed.

"Through the visual evidence of over six hundred radiant color photographs, supplemented by watercolor sketches and color synthesis charts, the Lencloses explain their system and provide a pertinent and objective comparison of assorted chromatic microcosms worldwide, as well as a fascinating look at the infinite diversity with which color expresses itself. From the delicate tones of bamboo roofs in Japan to the tangy-hued house facades created from mineral pigments in African soils, Colors of the World offers a visually alluring survey of the significant chromatic personalities within local geographies, histories, and traditions in countries around the world."--BOOK JACKET.

The Benetton campaigns by Oliviero Toscani have been one of the most important and controversial phenomena in worldwide advertising. This text explores the history of the campaigns from 1984 to 2000.

First Published in 1994. Routledge is an imprint of Taylor & Francis, an informa company.