Volkswagen South Africa : VW up! marketing
Resource Information
The work Volkswagen South Africa : VW up! marketing represents a distinct intellectual or artistic creation found in University of Liverpool. This resource is a combination of several types including: Work, Language Material, Books.
The Resource
Volkswagen South Africa : VW up! marketing
Resource Information
The work Volkswagen South Africa : VW up! marketing represents a distinct intellectual or artistic creation found in University of Liverpool. This resource is a combination of several types including: Work, Language Material, Books.
- Label
- Volkswagen South Africa : VW up! marketing
- Title remainder
- VW up! marketing
- Statement of responsibility
- Yvonne Saini, Stephanie Townsend
- Language
- eng
- Summary
- At the beginning of August 2016, Bridget Harpur, marketing brand manager for Volkswagen Group South Africa (VWSA), and Mark Handley, national sales manager, were debating how to grow sales of the entry-level VW up! that VWSA had launched in February 2015. The entry-level passenger car category was relatively small and highly competitive. The VW up! was VWSA's first car ever to target this market category. The car had maintained an average 8.5% market share since its launch. Handley and Harpur believed it had potential to build this share, especially among young, urban drivers. The question was how to adjust the communication strategy to capture the attention of this market
- Cataloging source
- CaToSAGE
- Dewey number
- 338.476292
- Illustrations
- illustrations
- Index
- no index present
- LC call number
- HD9710.A2
- LC item number
- S25 2016
- Literary form
- non fiction
- Nature of contents
- dictionaries
- Series statement
- SAGE Knowledge. Cases
- Target audience
- specialized
Context
Context of Volkswagen South Africa : VW up! marketingWork of
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<div class="citation" vocab="http://schema.org/"><i class="fa fa-external-link-square fa-fw"></i> Data from <span resource="http://link.liverpool.ac.uk/resource/2FmawjGO2XU/" typeof="CreativeWork http://bibfra.me/vocab/lite/Work"><span property="name http://bibfra.me/vocab/lite/label"><a href="http://link.liverpool.ac.uk/resource/2FmawjGO2XU/">Volkswagen South Africa : VW up! marketing</a></span> - <span property="potentialAction" typeOf="OrganizeAction"><span property="agent" typeof="LibrarySystem http://library.link/vocab/LibrarySystem" resource="http://link.liverpool.ac.uk/"><span property="name http://bibfra.me/vocab/lite/label"><a property="url" href="http://link.liverpool.ac.uk/">University of Liverpool</a></span></span></span></span></div>
