Getting the Bugs Out (PDF)
The Rise, Fall, and Comeback of Volkswagen in America
(Sprache: Englisch)
The fascinating story of Volkswagen's raging success and nearcollapse in America
After a wild ride of ups and downs for almost three decades,Volkswagen has regained its stature as one of America's mostbeloved auto makers. In Getting the Bugs Out,...
After a wild ride of ups and downs for almost three decades,Volkswagen has regained its stature as one of America's mostbeloved auto makers. In Getting the Bugs Out,...
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The fascinating story of Volkswagen's raging success and nearcollapse in America
After a wild ride of ups and downs for almost three decades,Volkswagen has regained its stature as one of America's mostbeloved auto makers. In Getting the Bugs Out, journalist and autoindustry expert David Kiley tells the complete story of the rise,fall, and comeback of Volkswagen. Kiley traces the company's risefrom Ferdinand Porsche's original design for the Beetle, throughthe Nazi era, and up to the Beetle's ascendancy during theflower-power 1960s. He explores the reasons for VW's downwardspiral through the 1970s and 1980s, including the devastatingmanagement blunders that led to such failed efforts as the Rabbit,Dasher, Thing, and Scirocco, and equally catastrophic marketinginitiatives, culminating in the notorious "Fahrfegnugen" series ofads. Finally, drawing upon his unique access to company insiders,Kiley tells the story of how Volkswagen achieved its phenomenalcomeback beginning in the late 1990s through a combination ofvisionary management, cutting-edge product development, andbrilliant marketing and advertising strategies.
David Kiley (Anne Arbor, MI), the Detroit Bureau Chief atUSA Today, is a journalist with fifteen years of experience, ten ofwhich have been devoted to covering the auto industry. He haswritten extensively for Adweek and Brandweekmagazines.
After a wild ride of ups and downs for almost three decades,Volkswagen has regained its stature as one of America's mostbeloved auto makers. In Getting the Bugs Out, journalist and autoindustry expert David Kiley tells the complete story of the rise,fall, and comeback of Volkswagen. Kiley traces the company's risefrom Ferdinand Porsche's original design for the Beetle, throughthe Nazi era, and up to the Beetle's ascendancy during theflower-power 1960s. He explores the reasons for VW's downwardspiral through the 1970s and 1980s, including the devastatingmanagement blunders that led to such failed efforts as the Rabbit,Dasher, Thing, and Scirocco, and equally catastrophic marketinginitiatives, culminating in the notorious "Fahrfegnugen" series ofads. Finally, drawing upon his unique access to company insiders,Kiley tells the story of how Volkswagen achieved its phenomenalcomeback beginning in the late 1990s through a combination ofvisionary management, cutting-edge product development, andbrilliant marketing and advertising strategies.
David Kiley (Anne Arbor, MI), the Detroit Bureau Chief atUSA Today, is a journalist with fifteen years of experience, ten ofwhich have been devoted to covering the auto industry. He haswritten extensively for Adweek and Brandweekmagazines.
Inhaltsverzeichnis zu „Getting the Bugs Out (PDF)“
Acknowledgments. Introduction. 1. The Unveiling. 2. Sins of the Fathers. 3. The Rise. 4. The Magic. 5. The Wall. 6. The German Patient. 7. The Pitch. 8. The Recovery. 9. The Prince. 10. Curves Ahead. Notes. Index.
Autoren-Porträt von David Kiley
DAVID KILEY, the Detroit Bureau Chief at USA Today, is a journalist with fifteen years of experience covering the auto industry. Kiley has written extensively for Adweek and Brandweek magazines and has been featured as an automotive and advertising analyst on Nightline, CNBC, CNN, the Today show, and other TV news programs.
Bibliographische Angaben
- Autor: David Kiley
- 2002, 320 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 0471225983
- ISBN-13: 9780471225980
- Erscheinungsdatum: 08.04.2002
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- Größe: 1.35 MB
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