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Brand the big sell for cars

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Lehman, KF (2007) Brand the big sell for cars. Davies Brothers Pty Ltd; The Mercury, Hobart.

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Abstract

A car's name is usually less important to buyers than the brand, research by the University of Tasmania has found. A lecturer at the university's school of management, Kim Lehman, said car makers directed considerable marketing effort toward developing names like Nissan's Pulsar replacement, the Tiida, or Mitsubishi's 380.

Item Type: Other
Publisher: Davies Brothers Pty Ltd; The Mercury
Additional Information:

© 2007 Davies Brothers Pty Ltd.

Date Deposited: 07 Apr 2008 15:39
Last Modified: 18 Nov 2014 03:37
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