Markenmanagement in der Automobilindustrie

Markenmanagement in der Automobilindustrie

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Top-Manager und Vorstandsmitglieder bedeutender Automobilfirmen wie Mercedes, Jaguar, Ferrari, BWM, Volkswagen, Smart und Audi beschreiben anhand von Fallstudien ihre global anerkannten Erfolgsstrategien im Management ihrer Marken. Ein herausragendes Standardwerk fA¼r automobiles Markenmanagement auf nationaler und internationaler Ebene!Consider that thirteen years after Ford acquired Jaguar, the division lost $500 million despite record sales. ... In the case of the Jaguar X-Type, credibility of the car in the context of the brand has been judged in the harsh light of knowledge thatanbsp;...

Title:Markenmanagement in der Automobilindustrie
Author: Bernd Gottschalk, Ralf Kalmbach
Publisher:Springer-Verlag - 2013-03-13

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