Glory Days: When Horsepower and Passion Ruled Detroit (Paperback) (ISBN-13: 9780837602080)

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

Author: Paul Zazarine
ISBN-10: 0837602084
ISBN-13: 9780837602080
Publisher: Bentley Publishers
Language: English
Published: 04/01/2003
Pages: 348
Format: Paperback
Weight: 1.35lbs
Size: 10.00h x 6.90w x 0.90d