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Glory Days: When Horsepower and Passion Ruled Detroit als Taschenbuch
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Glory Days: When Horsepower and Passion Ruled Detroit

Sprache: Englisch.
Taschenbuch
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, ... weiterlesen
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Glory Days: When Horsepower and Passion Ruled Detroit als Taschenbuch

Produktdetails

Titel: Glory Days: When Horsepower and Passion Ruled Detroit
Autor/en: Paul Zazarine

ISBN: 0837602084
EAN: 9780837602080
Sprache: Englisch.
BENTLEY ROBERT INC

April 2003 - kartoniert - 348 Seiten

Beschreibung

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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