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Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Mercedes-Benz, a car brand, created one campaign to showcase five cars (The A-Class, B-Class, GLA, CLA and CLA Shooting Brake) by producing a film that successfully encompassed all of the cars into the storyline.

Article

This article discusses the importance of brand purpose and explains how brands can use a 'catalyst' to make their organisations and customers take notice of a new purpose.

News

TOKYO: Rakuten, the ecommerce group, and Softbank, the telecoms giant, are among a growing number of Japanese companies undertaking an "Englishnisation" as they seek to expand abroad.

Article

Terry Tyrrell argues that the mismatch of cultures and failure to examine brand fit lies at the root of the problem with many mergers and acquisitions.

Article

This paper provides an overview of the motor vehicles and passenger car bodies industry in the United States.

Article

This paper provides an overview of the global motor vehicles industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

Mergers run a high risk of failure if the parties involved do not fully understand how the respective brands and cultures will fit together.

News

TURIN: Italian car giant Fiat, in particular its chief executive Sergio Marchionne, could be the big winner in the Chapter 11 reconstruction of the third-biggest US carmaker.

Article

US consumers fit into six lifestyle segments, and success for brands lies in targeting the right segment.

Case Study

In a time of increasing gas prices and automotive import surcharges, BMW needed to create excitement for its new MINI R56.

Research Paper

Marketers and their clients are both striving to respond to consumers' new digital behaviors and the accompanying evolution of their attitudes toward advertising.

News

DETROIT: The Chrysler Group is preparing to launch a $25 million (€16.7m; £12.6m) advertising campaign aimed at fixing its 'broken' image.

News

STUTTGART: The troubled marriage of automakers Daimler-Benz and flagging Chrysler Group is finally over.

News

STUTTGART, Germany: Auto behemoth DaimlerChrysler has accelerated its efforts to rebrand simply as Daimler after reaching an agreement with Ford over the change.

News

DETROIT: US automaker Chrysler Group is attempting to reassure workers and unions that their future is safe in the hands of private equity firm Cerberus Capital Management, which earlier this week agreed to acquire over 80% of the business from ...

News

STUTTGART: German-American automaker DaimlerChrysler has agreed the sale of its troubled North American division, Chrysler Group, to private equity firm Cerberus Capital Management .

Research Paper

The insights of neuroscience are only just becoming available for the study of advertising. This paper seeks to consolidate the contribution so far.

Article

Andrew Seth, in one of his occasional opinion pieces for Admap, takes a brief look at the U.S. car business and concludes that the Japanese companies have learnt the marketing lessons - and the U.S.

Research Paper

This paper concerns a potentially under-researched area of great relevance to the discipline of market research – namely, low-attention processing of marketing communications.

Article

The second in WARC's series of Automotive Marketing Reports looks at the preparations being made for the 2008 U.S.

News

DETROIT: Talks between General Motors and DaimlerChrysler over the future of the latter's US unit, Chrysler Group, are continuing apace.

News

DETROIT: The future of the Chrysler Group could lie in the hands of private equity firms, which have reportedly held preliminary talks with the struggling automaker's parent company, Daimler-Chrysler .

News

DETROIT: The beleaguered Chrysler Group is reported to be in 'alliance' talks with equally troubled rival General Motors in a bid to share development costs for future models.

Case Study

The Chrysler Group, based in Auburn Hills, Michigan, was the American subsidiary of DaimlerChrysler, responsible for the sales, marketing, and manufacturing of vehicles from the Dodge, Chrysler, and Jeep brands.