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The lovely, ugly bug / Rosalind Masterson.
SAGE knowledge Connect to full text Available online
View online- Format:
- Book
- Author/Creator:
- Masterson, Rosalind, author.
- Series:
- SAGE knowledge. Cases.
- SAGE Knowledge. Cases.
- SAGE knowledge. Cases
- Language:
- English
- Subjects (All):
- Volkswagen Beetle automobile--Marketing--Case studies.
- Volkswagen Beetle automobile.
- Branding (Marketing)--Case studies.
- Branding (Marketing).
- Marketing.
- Genre:
- Case studies.
- Physical Description:
- 1 online resource : illustrations (black and white, and colour).
- Place of Publication:
- [London] : SAGE, 2016.
- System Details:
- text file
- Summary:
- This case study examines the relaunching in 2012 of a previous car model. The 2012 Volkswagen Beetle was intended to appeal to design-conscious, nostalgic, cool men - as well as to women. The relaunched Volkswagen has to compete with other retro cars models, most notably BMW's Mini.
- Notes:
- Originally Published in: Masterson, R., & Pickton, D. (2014). The Lovely, Ugly Bug. In Marketing: An introduction (3rd ed., pp. 551-554). London: SAGE Publications Ltd. Print. ISBN: 9781446266472.
- No ILL or scholarly sharing allowed.
- Description based on online resource; title from home page (viewed on April 19, 2016).
- ISBN:
- 9781473938243
- OCLC:
- 1017723335
- Access Restriction:
- Restricted for use by site license.
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