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Marketing of an innovative lifestyle...

Schelper, Sebastian.

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Marketing of an innovative lifestyle product.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Marketing of an innovative lifestyle product./
Author:	Schelper, Sebastian.
Description:	101 p.
Notes:	Source: Masters Abstracts International, Volume: 42-05, page: 1778.
Contained By:	Masters Abstracts International42-05.
Subject:	Engineering, Automotive. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1419352
ISBN:	0496241222

Marketing of an innovative lifestyle product.
Schelper, Sebastian.

Marketing of an innovative lifestyle product. - 101 p.

Source: Masters Abstracts International, Volume: 42-05, page: 1778.

Thesis (M.S.)--California State University, Long Beach, 2003.

The present thesis deals with the application of Engineering Management Principles in the development of a marketing plan for an innovative lifestyle product.

ISBN: 0496241222Subjects--Topical Terms:

1018477
Engineering, Automotive.

Marketing of an innovative lifestyle product.
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020 $a 0496241222
035 $a (UnM)AAI1419352
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100 1 $a Schelper, Sebastian. $3 1933675
245 1 0 $a Marketing of an innovative lifestyle product.
300 $a 101 p.
500 $a Source: Masters Abstracts International, Volume: 42-05, page: 1778.
500 $a Adviser: Hamid Rahai.
502 $a Thesis (M.S.)--California State University, Long Beach, 2003.
520 $a The present thesis deals with the application of Engineering Management Principles in the development of a marketing plan for an innovative lifestyle product.
520 $a Products without brand recognition can succeed, when aligned with a recognized brand. Coalitions need to be established through performance requirements, standards, technology, and marketability.
520 $a The products under consideration are FlySurfer kites, which have an excellent design and superior technology but are little known in the kiteboarding market. A coalition with a superior brand name such as BMW lifestyle products, would help its marketability.
520 $a Values that BMW looks for in its lifestyle products exist but are not publicized for competitive reasons. This thesis develops these guidelines, uses them as a benchmark and analyzes whether the FlySurfer kites are capable of achieving the BMW standards.
520 $a The conclusion is that FlySurfer kites can become a valuable lifestyle product of BMW and may enhance the brand recognition of both companies.
590 $a School code: 6080.
650 4 $a Engineering, Automotive. $3 1018477
650 4 $a Business Administration, Marketing. $3 1017573
690 $a 0540
690 $a 0338
710 2 0 $a California State University, Long Beach. $3 1017843
773 0 $t Masters Abstracts International $g 42-05.
790 1 0 $a Rahai, Hamid, $e advisor
790 $a 6080
791 $a M.S.
792 $a 2003
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1419352