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A new star is born

Date of publication: June 15, 1998

Catalogue: International Automotive Marketing Conference 1998

Company:

Authors: Siegfried Högl, Karsten J. Hennig

Abstract:

The Mercedes A-Class case study offers insight into the strategic considerations of the Mercedes car maker as well as the marketing research methods used. Among other things the survey of the research methods looks into project car clinics the expectations of the customers concerning Mercedes and small cars as well as into image and positioning studies buyer analysis and studies for the projected potential of the launch of the A- Class.

Siegfried Högl

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Karsten J. Hennig

Author

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Högl and Hennig (1998a, June 15). A new star is born. ANA - ESOMAR. Retrieved June 24, 2025, from


https://ana.esomar.org/documents/is-a-process-needed-