The automobile industry is one of the most capital- and marketing-intensive industries in the world today. Common wisdom states that the keys to sales success in the industry are no different than in any other: brand management, product positioning, and brand imaging. But what do these commonly traded buzzwords really mean, and how do they translate into a successful brand campaign?In Glory Days, Jim Wangers uses his 45-year career in Detroit as the basis for explaining successful brand marketing for automobiles: * Why brand management for cars is not the same as for other "branded" products* How to position a model for the best possible tie-in promotion-and how not to* What it takes to establish and evolve a brand image
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ISBN | 9780837602080 |
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Sprache | eng |
Cover | Kartonierter Einband (Kt) |
Verlag | Robert Bentley Inc |
Jahr | 200304 |
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