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Informationen zum Autor 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, and has dealt with the industry's challenges since the late 1990s from a variety of perspectives. Anders Parment key customers include Audi, Citroën, Porsche, Saab, Seat, Volkswagen and Volvo in addition to major banks, consultancy, insurance and finance companies, governments, authorities, and professional organisations. Klappentext 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 and features:¿ Case studies on major car brands personally conducted by the author including: Audi, BMW, Holden, Mercedes-Benz, Opel, Porsche, Saab, Seat, Skoda, Vauxhall, Volkswagen, and Volvo¿ The findings from 100 interviews conducted with CEOs, marketing managers, sales managers, sales people, after sales managers at all levels from the manufacturer level to small rural dealers, as well as industry experts, policy makers, free-stranding repair shops and professional organizations¿ The results of a new international study on car buyer behaviour based on 4,700 survey answersAuto 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. The first book to specifically address how to deal with the challenges facing the automotive industry it 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 futureBased on original research from a leading consultant to the car industry, the book charts the shift from over 40 leading manufacturers in 1970 to the current 10, providing unique case studies of their successes and failures over the last four decades Zusammenfassung 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. Inhaltsverzeichnis Preface Introduction 01 The car - fashion item or out of fashion?How the car lost its advantage - emotional and functional rationalesChanges in societal values and the role of the carThe emergence of branded societyAestheticizationAestheticization of marketing channels: an extension of car makers' corporate identity programmesGenerational differences and the paradox of car image 02 Competition, market structure and global challengesHerd behaviour: car makers apply similar strategiesBeing proactive - a sign of competitive and sustainable strategiesMarketing intelligence and driving marketsTransparencyBusiness overlap - competition gets tougherBalancing traditional and emerging countries 03 Marketing channelsDealers will be necessary for the foreseeable futureTensions between car makers, their national sales companies and dealersDealer control and channel power balanceManufacturer-owned or franchised dealers?Solus, dual or multi-fran...
