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 dimensions:||7.00(w) x 10.00(h) x 0.73(d)|