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Glory Days: When Horsepower and Passion Ruled Detroit (Pontiac)

Glory Days: When Horsepower and Passion Ruled Detroit (Pontiac) cover

Glory Days: When Horsepower and Passion Ruled Detroit (Pontiac)

By  Paul Zazarine , Joint Author  Paul Zazarrine , With  Jim Wangers
$ 49.95
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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.

ISBN: 9780837602080

ISBN-10: 9780837602080

Publisher: Bentley Publishers

Publication Date: 04/01/2003 - 12:00am

On Sale: 04/01/2003 - 12:00am

Pages: 348

Language: English

Categories

Corporate & Business History - General

Automotive - General

Marketing - Industrial