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Auto Brand

Auto Brand

Building Successful Car Brands for the Future

Anders Parment

From £12.49

Adapt to emerging trends in consumer behaviour and improve profitability as a result, with this exclusive insight into branding and marketing in the car industry.

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About the book

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.

Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: The car – fashion item or out of fashion?;
    • Chapter - 02: Competition, market structure and global challenges;
    • Chapter - 03: Marketing channels;
    • Chapter - 04: Car buyer behaviour;
    • Chapter - 05: Car cultures;
    • Chapter - 06: Automobile brands;
    • Chapter - 07: Sustainable business models;
    • Chapter - 08: The car in the future

Book Details

  • EAN: 9780749469290
  • Edition: 1
  • Published: 3rd January 2014
  • Paperback
  • Format: 234x155
  • 264 pages

About the Author

Dr. Anders Parment is a research fellow at Stockholm University as well as Senior Lecturer in Marketing, Branding and Marketing Communications. Anders is an established brand and business consultant in the automotive industry, with key customers including Audi, Citroën, Porsche, Saab, Seat, Volkswagen and Volvo.

Anders Parment

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