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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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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
Authors/Creators:Lehman, KF
Publisher: Davies Brothers Pty Ltd; The Mercury
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© 2007 Davies Brothers Pty Ltd.

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