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商品編號： 9-501-023 出版日期： 2000/09/11 作者姓名： Lal, Rajiv 商品類別： Marketing 商品規格： 30p 再版日期： 2005/09/27 地域： Michigan 產業： Automotive industry 個案年度： 1998 - 1998
商品敘述：
Volkswagen of America introduced the New Beetle at the Detroit auto show in January 1998 to rave reviews from the automobile press and industry gurus. Elisabeth Vanzura, marketing director of Volkswagen American had the challenging task of converting this enthusiasm to sales. Her first set of decisions related to the target market selection and positioning of the New Beetle. Includes color exhibits.
涵蓋領域：
Consumer behavior;Marketing strategy;Product launches;Target markets
相關資料：
, (9-502-088), 14p, by Rajiv Lal;, (XLS197), 0p, by Rajiv Lal
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