You're in the driving seat

Mortimer, Ruth
July 2005
Brand Strategy;Jul/Aug2005, Issue 194, p28
Trade Publication
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.


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