Mercedes' strategy: Hot products, warmer image

Washington, Frank S.
November 1996
Automotive News;11/11/1996, Vol. 71 Issue 5686, p65
Trade Publication
Reports on the efforts of Mercedes-Benz of North America Incorporated to revise its marketing strategies and introduce additional products in order to become more competitive. Comments from Albert Weiss, director of national marketing communications for Mercedes-Benz of North America Incorporated; Description of the company's marketing strategy. INSET: New iron..


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