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Author: Jan Heyn Publisher: GRIN Verlag ISBN: 365617542X Category : Business & Economics Languages : en Pages : 31
Book Description
Essay from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Bedfordshire, language: English, abstract: The American Marketing Association defined in the 1960s a brand as “a name, term, sign, symbol, or design, or a combination of them which is intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors”. Three brands of the automobile sector have been chosen which will be analyzed in the following report. This particular industry sector is interesting because of the limitation in building cars differently what makes the brand image even more important (Kapferer 2008). The brand position, image and effectiveness of Volkswagen, Audi and Volvo will be critically evaluated to conclude with recommendations. These brands are an appropriate choice because they are differentially positioned and the companies use furthermore different strategies to sell their products. After all, a conclusion will give recommendations and future directions.
Author: Jan Heyn Publisher: GRIN Verlag ISBN: 365617542X Category : Business & Economics Languages : en Pages : 31
Book Description
Essay from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Bedfordshire, language: English, abstract: The American Marketing Association defined in the 1960s a brand as “a name, term, sign, symbol, or design, or a combination of them which is intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors”. Three brands of the automobile sector have been chosen which will be analyzed in the following report. This particular industry sector is interesting because of the limitation in building cars differently what makes the brand image even more important (Kapferer 2008). The brand position, image and effectiveness of Volkswagen, Audi and Volvo will be critically evaluated to conclude with recommendations. These brands are an appropriate choice because they are differentially positioned and the companies use furthermore different strategies to sell their products. After all, a conclusion will give recommendations and future directions.
Author: Nirmalya Kumar Publisher: Springer ISBN: 1137276622 Category : Business & Economics Languages : en Pages : 213
Book Description
Written by the world's leading thinkers on brand strategy, this book looks at what Asian and emerging market brands need to do to succeed in international markets and the challenges they face when competing with western brands.
Author: Oliver Heneric Publisher: Springer Science & Business Media ISBN: 3790816442 Category : Business & Economics Languages : en Pages : 280
Book Description
The automotive industry is a major pillar of the modern global economy and one of Europe’s key industries. There can hardly be any doubt about the important role of this sector as an engine for employment, growth and innovation in Europe, and there are crucial challenges and opportunities ahead. The authors shed light on a broad range of issues – globalisation and restructuring, trade and foreign direct investment, innovation, regulation, and industry policy – and put a special focus on the new member states. While change may be inevitable, progress is not. This book shall serve as a map to all stakeholders: business executives and policy makers, investors and scholars.
Author: Anders Parment Publisher: Kogan Page Publishers ISBN: 0749469307 Category : Business & Economics Languages : en Pages : 264
Book Description
The car - once everybody's dream and a key status symbol in most countries and cultures - has been extensively questioned in the last decades and in the last few years particularly. Urbanisation, traffic congestion, pollution problems, heavy reliance on scarce oil supplies, safety issues and ever-growing competition, have all provided significant business challenges for the automotive industry. Many car manufacturers have had to fundamentally rethink their design, brand and marketing strategies to thrive in a savvy, consumer-led culture, and markets that are becoming increasingly restrictive in size and opportunity. Auto Brand provides a roadmap to branding and marketing success in the automotive industry from a leading industry expert, featuring case studies from major car brands including Audi, BMW, Holden, Mercedes-Benz, Opel, Porsche, Saab, Seat, Skoda, Vauxhall, Volkswagen, and Volvo. It includes findings from 100 interviews conducted with CEOs, marketing managers, sales managers and sales people, from manufacturer level to small rural dealers, as well as industry experts, policy makers, free-stranding repair shops and professional organizations. Auto Brand is essential reading for marketing managers, sales managers, CEOs, development managers and dealers in all types of companies in the car industry including: manufacturers, national sales companies/importers, dealers, finance companies, insurance companies, free-standing repair shop channels and more. It is the first book to specifically address how to deal with the challenges facing the automotive industry and illustrates how companies can take advantage of new technologies, adapt to emerging trends in consumer behaviour, improve profitability and build even more successful brands in the future.
Author: OECD Publisher: OECD Publishing ISBN: 9264037802 Category : Languages : en Pages : 246
Book Description
Looks at how different regions are responding to these challenges and the strategies they have adopted to support existing competitive advantages and to transform their assets to develop new competitive strengths.
Author: Masaaki (Mike) Kotabe Publisher: ISBN: Category : Business & Economics Languages : en Pages : 756
Book Description
Globalization : Globalization Imperative - Global marketing environment : Global Economic Environment - Financial Environment - Global Cultural Environment and Buying Behavior - Political and Legal Environment - Development of competitive marketing strategy : Global Marketing Research - Global Segmentation and Positioning - Global Marketing Strategies - Global Market-Entry Strategies - Global Sourcing Strategy: R & D, Manufacturing, and Marketing Interfaces - Global marketing strategy development : Global Product Policy Decisions I: Developing New Products for Global Markets - Global Product Policy Decisions II: Marketing Products and Services - Global Pricing - Communicating with the World Consumer - Sales Management - Global Logistics and Distribution - Export and Import Management - Managing global operations : Planning, Organization, and Control of Global Marketing Operations - Global Marketing and the Internet.
Author: Jack W. Plunkett Publisher: Plunkett Research, Ltd. ISBN: 1593920598 Category : Automobile industry and trade Languages : en Pages : 574
Book Description
Provides information on the truck and specialty vehicles business, including: automotive industry trends and market research; mergers, acquisitions, globalization; automobile manufacturers; truck makers; makers of specialty vehicles such as RVs; automobile loans, insurance and other financial services; dealerships; and, components manufacturers.
Author: Micael Dahlen Publisher: John Wiley & Sons ISBN: 0470319925 Category : Business & Economics Languages : en Pages : 613
Book Description
Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. ***COMPANION WEBSITE - www.marketing-comms.com ***
Author: Jan Heyn
Author: Jan Heyn
Author: Nirmalya Kumar
Author: Oliver Heneric
Author: Anders Parment
Author: David J. Faulds
Author: United States. Congress. Senate. Committee on the Judiciary
Author: OECD
Author: Masaaki (Mike) Kotabe
Author: Jack W. Plunkett
Author: Micael Dahlen