Subject Index
 

This Brand Profile provides key details and analysis of Mercedes, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links to ...

Mercedes-Benz of North America was at the peak of its game in 1997 when it launched a comprehensive print and television brand campaign. Its sales were generally strong, its products were highly rated ...

With the arrival of the brand-new SL500, Mercedes-Benz USA (MBUSA) wished to gain the number one spot in the U.S. luxury-automobile market. At the time it sat in third place, behind BMW and Lexus. M ...

The launch of the sport utility vehicle Mercedes M-Class ML320 represented how far Mercedes-Benz of North America had traveled in recent years from its staid, conservative base and the depth of t ...

Mercedes-Benz, whose cars were known for precise design and an elite image, felt the market shifting. Growth lay in the lower end of the luxury car market, as a strong economy put large numbers of p ...

The CLS is an entirely new car concept with an exceptional position within the Mercedes-Benz portfolio. Being neither a classic limousine nor a coupé, the CLS actually constitutes a completely new car ...

The Mercedes-Benz A-Class re-launch faced a challenging marketing context: battle for volume, high advertising spend, hungry new market entrants. Its pan-European success was due to a consistent one v ...

The authors believe that customers not want true brand relationships but simply a good experience and re-assurance. They argue that products and services are not enough to keep customer attitudes ali ...

The authors present an innovative way to deal with a frequent practical problem in CRM and direct marketing projects: the lack of cases with known target behavior. Usually, this makes learning scoring ...

How global branding was developed for Mercedes Benz in the early 1990s. Case history background and rationale described. Key factors in the success of the brand model were simplicity of thinking, bein ...

The Mercedes A-Class case study offers insight into the strategic considerations of the Mercedes car maker as well as the marketing research methods used. Among other things, the survey of the resear ...

Mercedes-Benz launched its first mini-car, the A-class, in the fall of 1997. Mercedes engaged in number of research efforts prior to the introduction of the A-class. The analysis performed in Norway ...

This DMA ECHO entry was created by Palla, Koblinger & Partner for Mercedes Wiesenthal & Company, a general importer and retailer for all Mercedes-Benz automobile products in the eastern part of Austri ...

This DMA ECHO entry was created by Moore Response Marketing Services for Mercedes-Benz. The primary objectives of this direct mail campaign were to continually build a database of active and inactive ...

This DMA ECHO entry was created by Rapp Collins Worldwide for Mercedes-Benz of North America. In the fall of 1997, Mercedes-Benz was set to launch a new sport utility vehicle. Mercedes-Benz wanted to ...

This DMA ECHO entry was created by Rapp Collins Worldwide for Mercedes-Benz of North America. In the fall of 1997, Mercedes-Benz was set to launch a new sport utility vehicle (priced in the mid $30,00 ...

This DMA Bronze ECHO award winner was created by Action I/S for Mercedes-Benz Denmark AS. In Denmark, Mercedes-Benz holds a special position; due to unique legislation and taxation concerning taxicabs ...

This DMA Gold ECHO award winner was created by Lowe Direct for Mercedes-Benz of North America. Traditionally, the selling environment for automobiles is in two phases. It begins with awareness televis ...

This 1996 DMA ECHO entry was created by Rapp Collins Worldwide for Mercedes-Benz of North America. In the fall of 1997, Mercedes-Benz will launch the next generation of sport utility vehicles (SUVs). ...

This 1996 DMA ECHO entry was created by Bond Direct (A DraftDirect Worldwide Agency) for Mercedes-Benz, both located in Australia. In Australia, the luxury car market is recovering from a painful rece ...

This 1996 DMA Bronze ECHO award winning campaign was created by Bond Direct for Mercedes-Benz, both located in Australia. Direct mail was used to invite targeted prospects and customers to join Merced ...

The purpose of the advertising was to generate interest in the Mercedes Class C, to convince non-owners of Mercedes and to encourage current Mercedes owners to renew their car. It was necessary to emp ...