Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America - Couverture souple

Kiley, David

 
9780471263043: Getting the Bugs Out: The Rise, Fall, and Comeback of Volkswagen in America
Couverture souple
ISBN 10 : 0471263044 ISBN 13 : 9780471263043
Editeur : John Wiley & Sons Inc, 2002

Synopsis

This is the fascinating story of Volkswagen's raging success and near collapse in America. After a wild ride of ups and downs for almost three decades, Volkswagen has regained its stature as one of America s most beloved auto makers. In "Getting the Bugs Out", journalist and auto industry expert David Kiley tells the complete story of the rise, fall, and comeback of Volkswagen. Kiley traces the company's rise from Ferdinand Porsche's original design for the Beetle, through the Nazi era, and up to the Beetle's ascendancy during the flower power 1960s. He explores the reasons for VW's downward spiral through the 1970s and 1980s, including the devastating management blunders that led to such failed efforts as the Rabbit, Dasher, Thing, and Scirocco, and equally catastrophic marketing initiatives, culminating in the notorious "Fahrfegnugen" series of ads. Finally, drawing upon his unique access to company insiders, Kiley tells the story of how Volkswagen achieved its phenomenal comeback beginning in the late 1990s through a combination of visionary management, cutting edge product development, and brilliant marketing and advertising strategies. David Kiley (Anne Arbor, MI), the Detroit Bureau Chief at "USA Today", is a journalist with fifteen years of experience, ten of which have been devoted to covering the auto industry. He has written extensively for "Adweek" and "Brandweek" magazines.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

DAVID KILEY, the Detroit Bureau Chief at USA Today, is a journalist with fifteen years of experience covering the auto industry. Kiley has written extensively for Adweek and Brandweek magazines and has been featured as an automotive and advertising analyst on Nightline, CNBC, CNN, the Today show, and other TV news programs.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
John Wiley & Sons Inc
Date d'édition
2002
Langue
anglais
ISBN 10 
0471263044
ISBN 13 
9780471263043
Reliure
Broché
Nombre de pages
302
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9780471403937: Getting the Bugs Out: The Rise, Fall and Comeback of Volkswagen in America

Edition présentée

ISBN 10 :  0471403938 ISBN 13 :  9780471403937
Editeur : John Wiley & Sons Inc, 2001
Couverture rigide