New Holland Construction Ad Makes Textbook Example of Good Marketing

NEW HOLLAND CONSTRUCTION AD MAKES TEXTBOOK EXAMPLE OF GOOD MARKETING

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CAROL STREAM, ILL - (September 22, 2008) - New Holland Construction's "Built to Work" print advertisement for skid steer loaders was chosen to feature in the upcoming 15th edition of the college textbook "Marketing" by Pride and Ferrell, published by Cengage Learning.

The textbook, for college business students, illustrates best practices in how companies use marketing in today's global environment through 200 ads from well-respected North American and international companies. The featured ads were selected for their high quality and their suitability as positive examples of marketing.

The New Holland Construction ad was chosen to illustrate effective marketing for a business product, where "the functional aspects [...] are more important than the psychological rewards sometimes associated with consumer products." The "Built to Work" ad focuses on the product's benefits to customers, highlighting the skid steer loader's all-round visibility, excellent reach, lift capacity, fast cycle times and versatility, which translate into higher productivity and profitability.

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New Holland Construction manufactures and markets a full line of skid steer loaders, compact track loaders, loader backhoes, tractor loaders, excavators, wheel loaders, telehandlers, crawler dozers and motor graders. Drawing from the strength and resources of its brand network, New Holland Construction delivers technological innovation and the highest in safety and environmental standards. New Holland Construction customers are supported by a network of 700 dealers and more than 1,800 outlets in 100 countries. For more information on New Holland Construction, visit www.newholland.com. New Holland is a division of CNH (www.cnh.com) Global N.V. (NYSE: CNH), a majority-owned subsidiary of Fiat S.p.A.