| LDR | | 05406cmm uu200505Ii 4500 |
| 001 | | 000000305356 |
| 005 | | 20230525100511 |
| 006 | | m o d |
| 007 | | cr mn||||||||| |
| 008 | | 131217t20142014enka ob 001 0 eng d |
| 019 | |
▼a 870551013 |
| 020 | |
▼a 9780749469306 (electronic bk.) |
| 020 | |
▼a 0749469307 (electronic bk.) |
| 020 | |
▼z 9780749469290 |
| 020 | |
▼z 0749469293 |
| 035 | |
▼a (OCoLC)865508881
▼z (OCoLC)870551013 |
| 037 | |
▼a CL0500000381
▼b Safari Books Online |
| 040 | |
▼a N$T
▼b eng
▼e rda
▼e pn
▼c N$T
▼d IDEBK
▼d EBLCP
▼d YDXCP
▼d CDX
▼d UMI
▼d MEAUC
▼d OSU
▼d DEBSZ
▼d 248032 |
| 049 | |
▼a K4RA |
| 050 | 4 |
▼a HD9710.A2
▼b P256 2014eb |
| 072 | 7 |
▼a TEC
▼x 009000
▼2 bisacsh |
| 082 | 04 |
▼a 629.222068/8
▼2 23 |
| 100 | 1 |
▼a Parment, Anders,
▼d 1972,
▼e author. |
| 245 | 10 |
▼a Auto brand :
▼b building successful car brands for the future /
▼c Anders Parment. |
| 264 | 1 |
▼a London :
▼b Kogan Page,
▼c [2014] |
| 264 | 4 |
▼c 짤2014 |
| 300 | |
▼a 1 online resource (ix, 254 pages) :
▼b illustrations |
| 336 | |
▼a text
▼b txt
▼2 rdacontent |
| 337 | |
▼a computer
▼b c
▼2 rdamedia |
| 338 | |
▼a online resource
▼b cr
▼2 rdacarrier |
| 504 | |
▼a Includes bibliographical references and index. |
| 505 | 0 |
▼a 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. |
| 520 | |
▼a 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 ... . |
| 588 | |
▼a Description based on print version record. |
| 650 | 0 |
▼a Automobiles
▼x Marketing. |
| 650 | 0 |
▼a Automobile industry and trade. |
| 650 | 7 |
▼a TECHNOLOGY & ENGINEERING / Engineering (General).
▼2 bisacsh |
| 655 | 0 |
▼a Electronic books. |
| 776 | 08 |
▼i Print version:
▼a Parment, Anders, 1972-
▼t Auto brand.
▼d London ; Philadelphia : Kogan Page Limited, 2014
▼z 9780749469290
▼w (DLC) 2013043356
▼w (OCoLC)861357657 |
| 856 | 40 |
▼3 EBSCOhost
▼u http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=676120 |
| 938 | |
▼a EBSCOhost
▼b EBSC
▼n 676120 |
| 938 | |
▼a Ingram Digital eBook Collection
▼b IDEB
▼n cis27051679 |
| 938 | |
▼a EBL - Ebook Library
▼b EBLB
▼n EBL1581242 |
| 938 | |
▼a YBP Library Services
▼b YANK
▼n 11437967 |
| 938 | |
▼a Coutts Information Services
▼b COUT
▼n 27051679 |
| 990 | |
▼a 관리자 |