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Overview
Overview
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
- Format: Trade Paperback
- Author: Zazarine, Paul
- ISBN: 9780837602080
- Condition: Used
- Dimensions: 10.00 x 0.90
- Number Of Pages: 348
- Publication Year: 2003
Language:
English