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Book Cover
E-book
Author Masterson, Rosalind, author

Title The lovely, ugly bug / Rosalind Masterson
Published [London] : SAGE, 2016

Copies

Description 1 online resource : illustrations (black and white, and colour)
Series SAGE knowledge. Cases
SAGE knowledge. Cases
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 (third ed., pages 551-554). London: SAGE Publications Ltd. Print. ISBN: 9781446266472
Online resource; title from home page (viewed on April 19, 2016)
Subject Volkswagen Beetle automobile -- Marketing -- Case studies
Branding (Marketing) -- Case studies
Branding (Marketing)
Genre/Form Case studies
Form Electronic book
ISBN 9781473938243
1473938244