Exploring customer attitudes on BMW

Master's Thesis from the year 2004 in the subject Business economics - Offline Marketing and Online Marketing, grade: A (1.0), Hawai'i Pacific University, course: Professional Paper MBA, language: English, abstract: “Building a brand is both an art and a science. It is the strategic mix of focus and risk that gives a brand its meaning in people’s lives (Dolan, 2003)”. Branding has been around for ...