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Overview

Glory Days by Jim Wangers

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

Product Details

ISBN-13: 9780837602080
Publisher: Bentley Publishers
Publication date: 04/01/2003
Pages: 350
Product dimensions: 7.00(w) x 10.00(h) x 0.73(d)

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