Tech Industry

Integrated Marketing Communication And Brand Management: The Case Study Of Fiat 500

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Executive Summary

The increasing investments in communication put in evidence the need for innovation to fulfill and improve identity, positioning (brand and products), reputation, goodwill and networking. This paper aims to analyze - following the literature on brand management and marketing communication - the new synergy between real perspectives and virtual ones in communication. The aim is to demonstrate the importance of adopting a new integrated approach in order to manage the complex issues involved in communicating the brand to consumers and other stakeholders in the mature market of automotive.

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