Synopsis
Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is the 1991 overt effort by BMW to "de-yuppify" itself in the minds of the target market.
Book Details
ISBN-13 :
Publisher :
Harvard Business Publishing
Date of Addition:
2016-08-17T15:00:07Z
Language :
eng
Categories :
Business and Finance
,
Nonfiction
,
BUSINESS & ECONOMICS / General
Usage Restrictions:
Copyright.
