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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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