Learning from Winners: How Research Drove a New Model for the Automotive Industry

Raymond Pettit

This article draws on the book Learning from Winners, a collection of essays by Dr. Raymond Pettit, senior vice president of research and standards for the Advertising Research Foundation (ARF).

Learning from Winners: How Research Drove a New Model for the Automotive Industry

Raymond PettitAdvertising Research Foundation

INTRODUCTION

As auto leasing gained favor in the early 1990s, automakers recognized a need to help dealers manage the influx of...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today