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Product Description
Product Description
Subaru and Jaguar provide an outstanding example of what can be achieved when brand development and relationship marketing are combined to create a world class brand. This book looks at the partnership between the two companies took them from strength to strength culminating in victory at the World Rally Championship. This explains why Mercedes, BMW, Honda, Renault and now Jaguar have invested heavily in Formula 1 to try and establish or maintain world class brands and provides an important lesson for anyone interested in the creation of world class excellence and global brands.
About the Author
MARTIN BECK-BURRIDGE is Director of Automotive Studies and Senior lecturer in International Business at Henley Management College. He is author with Jeremy Walton of Britain's Winning Formula published by Macmillan. JEREMY WALTON is a freelance journalist and author of 25 books.
Subaru and Jaguar provide an outstanding example of what can be achieved when brand development and relationship marketing are combined to create a world class brand. This book looks at the partnership between the two companies took them from strength to strength culminating in victory at the World Rally Championship. This explains why Mercedes, BMW, Honda, Renault and now Jaguar have invested heavily in Formula 1 to try and establish or maintain world class brands and provides an important lesson for anyone interested in the creation of world class excellence and global brands.
About the Author
MARTIN BECK-BURRIDGE is Director of Automotive Studies and Senior lecturer in International Business at Henley Management College. He is author with Jeremy Walton of Britain's Winning Formula published by Macmillan. JEREMY WALTON is a freelance journalist and author of 25 books.
Inside This Book
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First Sentence
THE world's automobile industry has, for at least the last two decades, been characterized by over-capacity of production in all sectors, an excess supply of products to all market segments and intense competition within the industry. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
THE world's automobile industry has, for at least the last two decades, been characterized by over-capacity of production in all sectors, an excess supply of products to all market segments and intense competition within the industry. Read the first page
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Concordance
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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