Glory Days: When Horsepower and Passion Ruled Detroit

Author: Jim Wangers

Brand: Bentley Publishers

Features:

• Used Book in Good Condition

Number Of Pages: 348

EAN: 9780837602080

Release Date: 01-04-2003

Package Dimensions: 9.9 x 6.9 x 0.6 inches

Languages: English

Binding: paperback

Part Number: illustrations

Details: 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