David Kiley’s insightful tome is as charmingly idiosyncratic as his subject, the VW Beetle or "Bug." Beginning with the Bug’s
nasty political genesis as Hitler’s "people’s car," Kiley follows the methods marketers used to shape its 1960s and 1990s commercial identities. Kiley covers the Bug’s
marketing history, from the obtuse (managers didn’t understand that it was essential to VW’s U.S. identity) to the
brilliant (its sales renaissance). getAbstract recommends this book for its fascinating history, but also for its examples of marketing strategy and internal corporate knife-fighting that just might teach you a trick or two.