Ingo Köhler: Auto-Identitäten | Buch

Cover: 9783525370704 | Auto-Identitäten | Ingo Köhler | Buch | 554 S. | Deutsch | 2018

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Beschreibung

The book deals with the material culture of individual mass motorization in Germany since the 1960s. It asks how German and North-American car companies differed in their responses to the challenges of economic and social change, emerging public consumerism, and eco-criticism. The study not only kept an eye on the practical implementation of interactive marketing management, and showed that the >management of change< of the firms benefit greatly from enormous scientific advances in market research techniques. Moreover, the study traced the transfer of marketing ideas and know-how between the United States and Germany. Unveiling the great difficulties of US-consultants as well as the Ford and GM branches in Germany when adapting their proven-in-use marketing methods to different social stratifications and market conditions, the book shed new light on the still popular notion of >Americanization<. Here, comparing the marketing strategies of domestic and foreign automobile manufactures provided a relational microanalysis of the impacts of globalisation on a local market level.

Details

Erscheinungsjahr:	2018
Fachbereich:	Zeitgeschichte & Politik
Genre:	Geisteswissenschaften , Geschichte , Kunst , Musik
Jahrhundert:	ab 1949
Rubrik:	Geisteswissenschaften
Medium:	Buch
Inhalt:	554 S. 11 s/w Fotos 5 Farbfotos 22 Grafiken u. 31 Tab.
ISBN-13:	9783525370704
ISBN-10:	3525370709
Sprache:	Deutsch
Einband:	Gebunden
Autor:	Köhler, Ingo
Herausgeber:	Anselm Doering-Manteuffel/Lutz Raphael
Auflage:	1/2018
Hersteller:	Vandenhoeck & Ruprecht
Verantwortliche Person für die EU:	Vandenhoeck & Ruprecht, Theaterstr. 13, D-37073 Göttingen, ute.schnueckel@brill.com
Maße:	237 x 167 x 42 mm
Von/Mit:	Ingo Köhler
Erscheinungsdatum:	13.08.2018
Gewicht:	1,026 kg