Glory Days: When Horsepower and Passion Ruled Detroit
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…
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Produktdetails
Weitere Autoren: Zazarrine, Paul / Wangers, Jim (Gespielt)
- ISBN: 978-0-8376-0208-0
- EAN: 9780837602080
- Produktnummer: 9207468
- Verlag: Robert Bentley Inc
- Sprache: Englisch
- Erscheinungsjahr: 2003
- Seitenangabe: 348 S.
- Masse: H25.4 cm x B17.8 cm x D2.7 cm 712 g
- Gewicht: 712
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