Branding, Positioning and Segmentation at Volkswagen

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Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Teesside (Teesside Business School), course: Strategic Marketing, 30 entries in the bibliography, language: English, abstract: This paper analysis the case study "VW Phaeton" by Rohm and Murphy (2005) about the launch of a luxury car by Volkswagen. Since the introduction of the VW Phaeton in May 2002, Volkswagen has been under pressure as the company did not ...

Branding, Positioning and Segmentation at Volkswagen 2011, Grin Publishing

ISBN-13: 9783640914456

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