Description
Book SynopsisDr. 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.
Trade Review"If you are very or even mildly interested in automotive branding and marketing, you need to read this book." * Christopher Sawyer, The Virtual Driver *
"A fine history of the car industry's brands, how they evolved as they met challenges of globalization, and how they changed with growing regulations over safety and the environment. ... a reasoned study recommended for any collection strong in automobile history and culture." * Midwest Book Review, California Bookwatch, The Automotive Shelf *
"Dr. Anders Parment provides many interesting pieces of information about the car industry, the challenges it is facing and what car companies could do to work smarter, understand buyers better, and be better prepared for the future...Few people have such great insights into how the industry is working on a strategic as well as operational level. The book is easy to read and managers in car companies are recommended to read it. A must-read for anybody involved in shaping the future of the car industry." * Editorial Staff, International Journal of Automotive Technology and Management *
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
