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

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

General

Imprint:	Bentley (Robert) Inc.,Us
Country of origin:	United States
Release date:	April 2003
First published:	April 2003
Authors:	Jim Wengers
Editors:	Paul Zazarine
Dimensions:	254 x 175 x 23mm (L x W x T)
Format:	Paperback
Pages:	348
ISBN-13:	978-0-8376-0208-0
Categories:	Books > Humanities > History > History of specific subjects > General Books > Business & Economics > Industry & industrial studies > Manufacturing industries > Road vehicle manufacturing industry Books > History > History of specific subjects > General
LSN:	0-8376-0208-4
Barcode:	9780837602080

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