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Research papers

A new star is born

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...

Catalogue: International Automotive Marketing Conference 1998
Authors: Siegfried Högl, Karsten J. Hennig
Company: GfK
June 15, 1998
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Citation

Högl and Hennig (1998a, June 15). A new star is born. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/a-new-star-is-born