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The lovely, ugly bug / Rosalind Masterson.

Av: Materialtyp: TextSerie: Utgivningsuppgift: [London] : SAGE, 2016Beskrivning: 1 online resource : illustrations (black and white, and colour)Innehållstyp:
  • text
  • still image
Medietyp:
  • computer
Bärartyp:
  • online resource
ISBN:
  • 9781473938243 (ebook) :
Ämnen: DDK-klassifikation:
  • 658.827 23
Onlineresurser: 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.
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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.

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.

Description based on online resource; title from home page (viewed on April 19, 2016).

Licensed e-book