"Enduring Passion" is the story of a brand. A brand that has survived mergers, crises and war to become the choice of today's presidents and kings, with a symbol more widely recognised than the Christian cross. It is informed by the very latest brand thinking. It is thorough, honest and sometimes critical. This is the story of Mercedes-Benz. Beginning with Karl Benz and Gottlieb Daimler's parallel invention of the car in 1886, "Enduring Passion" charts how the rival marques grew separately for 40 years (including the birth ...
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"Enduring Passion" is the story of a brand. A brand that has survived mergers, crises and war to become the choice of today's presidents and kings, with a symbol more widely recognised than the Christian cross. It is informed by the very latest brand thinking. It is thorough, honest and sometimes critical. This is the story of Mercedes-Benz. Beginning with Karl Benz and Gottlieb Daimler's parallel invention of the car in 1886, "Enduring Passion" charts how the rival marques grew separately for 40 years (including the birth of Daimler's Mercedes insignia) before merging in 1926. Brand expert Leslie Butterfield then traces the development of Mercedes-Benz through the Nazi years to its near-destruction in 1945, its post-war rebirth, and its fall from grace in the early 1990s. How its managers reacted to the crisis at that time shapes what Mercedes-Benz is today. Pivotal moments like the A-class 'Elk test', the merger with Chrysler, and the arrival of CEO Dr Eckhard Cordes are all part of the brand's recent history. Butterfield poses a number of key challenges for the brand today and explores what the solutions might be going forward. Running through his analysis is a solid strand of theory on how brands are formed, how they derive their strength, how they evolve and how they can be defined. Richly illustrated with previously unpublished photographs and references, this is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes-Benz. For marketing professionals, it offers a wealth of precious insights into the Enduring Passion that can be inspired by a badge and a brand.
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Add this copy of Enduring Passion: the Story of the Mercedes-Benz Brand to cart. $19.12, very good condition, Sold by mark henderson rated 4.0 out of 5 stars, ships from Olathe, KS, UNITED STATES, published 2005 by John Wiley & Sons.
Add this copy of Enduring Passion: the Story of the Mercedes–Benz Brand to cart. $24.56, fair condition, Sold by Anybook rated 5.0 out of 5 stars, ships from Lincoln, UNITED KINGDOM, published 2005 by John Wiley & Sons.
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Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has hardback covers. Clean from markings. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 1750grams, ISBN: 9780470018026.
Add this copy of Enduring Passion: The Story of the Mercedes-Benz Brand to cart. $26.95, very good condition, Sold by Delight of Life Books rated 5.0 out of 5 stars, ships from CEDAR, MI, UNITED STATES, published 2005 by John Wiley & Sons.
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Seller's Description:
Very good in good dust jacket. Slight dust jacket edge wear. Sewn binding. Cloth over boards. With dust jacket. 271 p. Contains: Illustrations. Audience: General/trade.
Add this copy of Enduring Passion: the Story of the Mercedes-Benz Brand to cart. $27.00, very good condition, Sold by Midtown Scholar Bookstore rated 5.0 out of 5 stars, ships from Harrisburg, PA, UNITED STATES, published 2005 by Wiley.
Add this copy of Enduring Passion: the Story of the Mercedes-Benz Brand to cart. $39.00, new condition, Sold by Chequered Past rated 4.0 out of 5 stars, ships from Jacksonville Beach, FL, UNITED STATES, published 2005 by Wiley.
Add this copy of Enduring Passion: the Story of the Mercedes-Benz Brand to cart. $51.40, fair condition, Sold by BookHolders rated 5.0 out of 5 stars, ships from Gambrills, MD, UNITED STATES, published 2005 by John Wiley & Sons.
Add this copy of Enduring Passion: the Story of the Mercedes-Benz Brand to cart. $55.87, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 2005 by Wiley.
Add this copy of Enduring Passion: the Story of the Mercedes-Benz Brand to cart. $73.20, new condition, Sold by Just one more Chapter rated 5.0 out of 5 stars, ships from Miramar, FL, UNITED STATES, published 2005 by Wiley.
Add this copy of Enduring Passion: the Story of the Mercedes-Benz Brand to cart. $81.64, new condition, Sold by GridFreed rated 4.0 out of 5 stars, ships from North Las Vegas, NV, UNITED STATES, published 2005 by Wiley.
Add this copy of Enduring Passion: the Story of the Mercedes-Benz Brand to cart. $82.60, new condition, Sold by GridFreed rated 4.0 out of 5 stars, ships from North Las Vegas, NV, UNITED STATES, published 2005 by Wiley.
