TITLE

You're in the driving seat

AUTHOR(S)
Mortimer, Ruth
PUB. DATE
July 2005
SOURCE
Brand Strategy;Jul/Aug2005, Issue 194, p28
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the strategy of Bayerische Motoren Werke AG in getting its customers involved in product development. Chance given to customers to influence the progress of company products; Establishment of a Web site that asked customers to help create a new information and navigation system for cars; Employment of marketing agencies to find its competitor brands' heaviest users.
ACCESSION #
17824378

 

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