The book deals with the material culture of individual mass motorization in Germany since the 1960s. It asks how German and North-American car companies differed in their responses to the challenges of economic and social change, emerging public consumerism, and eco-criticism. The study not only kept an eye on the practical implementation of interactive marketing management, and showed that the ›management of change‹ of the firms benefit greatly from enormous scientific advances in market research techniques. Moreover, the study traced the transfer of marketing ideas and know-how between the United States and Germany. Unveiling the great difficulties of US-consultants as well as the Ford and GM branches in Germany when adapting their proven-in-use marketing methods to different social stratifications and market conditions, the book shed new light on the still popular notion of ›Americanization‹. Here, comparing the marketing strategies of domestic and foreign automobile manufactures provided a relational microanalysis of the impacts of globalisation on a local market level.weiterlesen