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Auto brand : building successful car brands for the future /
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | Parment, Anders, 1972, author. |
| 서명/저자사항 | Auto brand :building successful car brands for the future /Anders Parment. |
| 형태사항 | 1 online resource (ix, 254 pages) : illustrations |
| ISBN | 9780749469306 (electronic bk.) 0749469307 (electronic bk.) |
| 서지주기 | Includes bibliographical references and index. |
| 내용주기 | The car - fashion item or out of fashion?. How the car lost its advantage -- emotional and functional rationales -- Changes in societal values and the role of the car -- The emergence of branded society -- Aestheticization -- Aestheticization of marketing channels: an extension of car makers' corporate identity programmes -- Generational differences and the paradox of car image -- Competition, market structure and global challenges. Herd behaviour: car makers apply similar strategies -- Being proactive - a sign of competitive and sustainable strategies -- Marketing intelligence and driving markets -- Transparency -- Business overlap - competition gets tougher -- Balancing traditional and emerging countries -- Marketing channels. Dealers will be necessary for the foreseeable future -- Tensions between car makers, their national sales companies and dealers -- Dealer control and channel power balance -- Manufacturer-owned or franchised dealers? -- Solus, dual or multi-franchising? -- Competition from unauthorized actors -- Model range expansion and complexity -- Push and pull: a key indicator of industry health? -- Car buyer behaviour. Buyers being less loyal - driving forces and effects -- The shifting power balance between companies and buyers -- Car buyer preferences -- Country differences -- Car cultures. The car as a cultural expression - a global phenomenon -- History of car culture -- The car and other means of transport -- Differences across countries -- Automobile brands. Auto brands are very valuable -- The foundation of strong brands -- Strong and weak auto brands -- Weak brands - characteristics and implications -- Stuck in the middle - brands with premium aspirations -- How to deal with weak auto brands -- Brands with a broader purpose give brand extension opportunities -- BMW -- Mercedes-Benz -- The Volkswagen Group -- Porsche -- General Motors -- Volvo -- Jaguar and Range Rover -- Hyundai and Kia -- Ford -- Premium aspiration brands - a difficult position -- The future of premium brands -- Where has Mondeo Man gone? Premium brands going mass market -- Beyond premium brands? Emerging values and consumer attitudes -- The auto brand portfolio -- Sustainable business models. Sustainability - an absolute requirement in the future -- Avoid focusing too much on customer satisfaction -- Successful marketing communications -- One-stop shopping - a competitive advantage in transparent markets? -- Small-scale or large-scale advantages -- Successful dealer business models -- The car industry: a great place to work? -- Translating good ideas into action: a difficult path -- The car in the future. Mobility in the future: sustainable and individual mobility -- The self-driving car -- Alternative fuels -- Future purchase criteria - the broader picture. |
| 요약 | 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 automobile 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 ... . |
| 일반주제명 | Automobiles -- Marketing. Automobile industry and trade. TECHNOLOGY & ENGINEERING / Engineering (General). |
| 언어 | 영어 |
| 기타형태 저록 | Print version:Parment, Anders, 1972-Auto brand.London ; Philadelphia : Kogan Page Limited, 20149780749469290 |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=676120 |
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