滿額折
Branding Iron: Branding Lessons from the Meltdown of the US Auto Industry
商品資訊
相關商品
商品簡介
作者簡介
商品簡介
Toyota will soon displace General Motors as the world’s largest automaker. Since 2000, GM’s market cap fell from $66 billion to $15 billion. In 1980 GM sold 45 of every 100 cars that rolled out of showrooms in the U.S. It now sells 26. By any yardstick, that is a crisis. The root cause of this financial cataclysm mystifies many of the players in the industry. But the numbers tell a clear story. The headlines offer a simplistic interpretation. Or, worse, incomplete and myopic—the same kind of myopia that created the problem in the first place. Like many a crisis, this one has been brewing for decades. And the cost-cutting quick fixes proposed by many industry ""experts"" won’t solve it. Why not? Because it’s not the root cause. What is killing US automakers is their inability to attract growing numbers of customers to its numerous brands, many of which seem almost irrelevant today. In a few words: bad brand management. What makes a world-class brand? The authors describe great brands as ""a promise wrapped in an experience."" The best brands make a strong, clear commitment to stand for something, to do it better than anyone else, and orchestrate the entire ownership experience. This requires a level of courage beyond most executives. With wit and humor, Branding Iron uses lessons from the car business to guide readers in every business on a quest to build a world-beating brand that leaves a real mark, one made the old-fashioned way—burned in with a red hot iron. The authors do the tough analysis and ask tough questions that most Boards of Directors should be asking, and they give even tougher answers.
作者簡介
Charlie Hughes is one of the few men alive who has created a car company that's still in business. As founder and CEO of Range Rover of North America, which became Land Rover North America, he built a car company from scratch, beginning in 1986 with an investment of $7.5 million. Eight years later, this had grown to a market value of $200,000,000. During his career he has worked for six automakers on eleven different brands, including Cadillac, AMC, Jeep, Fiat, Lancia, Ferrari, Porsche, Audi, Volkswagen, Range Rover, Land Rover, and Mazda. He headed three different automotive marketing groups and was CEO of two auto companies. Today, Hughes heads a marketing consulting consortium, Brand Rules (www.brandrules.com) . As its founding president, he describes the firm's mission simply: "In an over-branded marketplace, we help you learn what sets you and your company apart…and how to cut yourself out of the herd." William Jeanes has spent more than three decades closely associated with the auto industry. After three years as feature editor at Car and Driver, he spent a decade in advertising, first as a copywriter at Campbell-Ewald (Chevrolet's ad agency), then at SSC&B:Lintas (where he became a senior vice president) and later at J. Walter Thompson/Detroit as a senior vice president and director of the Ford Division account. In 1985 he returned to writing. His articles have appeared in a score of the world's automotive publications and in Sports Illustrated, American Heritage, AARP The Magazine, Smithsonian Air & Space, Playboy, Parade, and The New York Times. In 1987, he became editor-in-chief of Car and Driver. During his six years as editor, he appeared regularly on ""CBS This Morning"" as its automotive expert, and his weekly radio commentary on Detroit’s WJR reached 19 states. In 1993, he became a senior vice president and group publisher at Hachette Filipacchi Magazines. He was the founding editor of AMI Auto World Weekly, the first U.S. automotive magazine aim
您曾經瀏覽過的商品
購物須知
外文書商品之書封，為出版社提供之樣本。實際出貨商品，以出版社所提供之現有版本為主。部份書籍，因出版社供應狀況特殊，匯率將依實際狀況做調整。
無庫存之商品，在您完成訂單程序之後，將以空運的方式為你下單調貨。為了縮短等待的時間，建議您將外文書與其他商品分開下單，以獲得最快的取貨速度，平均調貨時間為1~2個月。
為了保護您的權益，「三民網路書店」提供會員七日商品鑑賞期(收到商品為起始日)。
若要辦理退貨，請在商品鑑賞期內寄回，且商品必須是全新狀態與完整包裝(商品、附件、發票、隨貨贈品等)否則恕不接受退貨。
定價：100
978
無庫存，下單後進貨
(到貨天數約30-45天)
(到貨天數約30-45天)