Volkswagen exec shifts brand management into overdrive

In an interview, Steve Wilhite, senior marketing executive of Volkswagen America, discusses the challenges facing the company and its market strategy. Volkswagen's marketing has shifted into overdrive. Sales figures showed 1996 to be the company's best year since 1990. Its hip, urbane &quo...

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Veröffentlicht in:	Marketing news 1997-09, Vol.31 (19), p.2
1. Verfasser:	Murphy, Ian P
Format:	Artikel
Sprache:	eng
Schlagworte:	Automobile industry Consumers Corporate profiles Customers Generation X Market erosion Market positioning Market strategy Marketing
Online-Zugang:	Volltext
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