Auto-Identitäten

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="">