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Auto Brand: Building Successful Car Brands for the Future
Anders Parment
€ 36.99
€ 33.15
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Description for Auto Brand: Building Successful Car Brands for the Future
Paperback. Provides a roadmap to branding and marketing success in the automotive industry from a leading industry expert and features: case studies on major car brands personally conducted by the author including: Audi, BMW, Holden, Mercedes-Benz, Opel, Porsche, Saab, Seat, Skoda, Vauxhall, Volkswagen, and Volvo. Num Pages: 264 pages, black & white illustrations. BIC Classification: KJS; KNDR. Category: (G) General (US: Trade). Dimension: 151 x 229 x 15. Weight in Grams: 404.
The car - once everybody's dream and a key status symbol in most countries and cultures - has been extensively questioned in the last decades and in the last few years particularly. Urbanisation, traffic congestion, pollution problems, heavy reliance on scarce oil supplies, safety issues and ever-growing competition, have all provided significant business challenges for the automotive industry. Many car manufacturers have had to fundamentally rethink their design, brand and marketing strategies to thrive in a savvy, consumer-led culture, and markets that are becoming increasingly restrictive in size and opportunity. Auto Brand provides a roadmap to branding and marketing ... Read more
The car - once everybody's dream and a key status symbol in most countries and cultures - has been extensively questioned in the last decades and in the last few years particularly. Urbanisation, traffic congestion, pollution problems, heavy reliance on scarce oil supplies, safety issues and ever-growing competition, have all provided significant business challenges for the automotive industry. Many car manufacturers have had to fundamentally rethink their design, brand and marketing strategies to thrive in a savvy, consumer-led culture, and markets that are becoming increasingly restrictive in size and opportunity. Auto Brand provides a roadmap to branding and marketing ... Read more
Product Details
Publisher
Kogan Page Ltd United Kingdom
Number of pages
240
Format
Paperback
Publication date
2014
Condition
New
Number of Pages
264
Place of Publication
London, United Kingdom
ISBN
9780749469290
SKU
V9780749469290
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50
About Anders Parment
Dr. Anders Parment is a research fellow at Stockholm University as well as Senior Lecturer in Marketing, Branding and Marketing Communications. Anders is an established brand and business consultant in the automotive industry, with key customers including Audi, Citroën, Porsche, Saab, Seat, Volkswagen and Volvo.
Reviews for Auto Brand: Building Successful Car Brands for the Future
"If you are very or even mildly interested in automotive branding and marketing, you need to read this book."
Christopher Sawyer, The Virtual Driver
"A fine history of the car industry's brands, how they evolved as they met challenges of globalization, and how they changed with growing regulations over safety and the environment. ... a reasoned study recommended ... Read more
Christopher Sawyer, The Virtual Driver
"A fine history of the car industry's brands, how they evolved as they met challenges of globalization, and how they changed with growing regulations over safety and the environment. ... a reasoned study recommended ... Read more