市场营销论文参考文献外文

Philip· Kotler: "Marketing Management", Shanghai People'sPublishing House 2003

The competitive nature of the automobile industry has prompted the companies to take up new and innovative marketing strategies to thwart the The B segment of cars is the segment which sees maximum competition as the consumer has a number of models to choose from and it's the volumes which drive the All the companies as a part of their marketing strategy offers a range of vehicles in all the segment to make sure that the customer is driving one of their vehicles Advertisements on the Audio visual medium are a rage as it gives the car makers an opportunity to flaunt their Flashy cars can be demonstrated on television but when it comes to the finer prints of the cars, print and online media comes to the The online medium offers a greater flexibility to the car companies since they come with a lot of interactive features like demonstrating the interiors of the car with its salient The print medium on the other hand provides an opportunity to the car makers to explain the function of a car in Celebrity endorsements and testimonial advertisements have come a long way and they are also doing their bit to sell the Super star Shahrukh Khan has been associated with Hyundai Motor Company for a long time and he comes regularly on television to promote the Santro Similarly Ford has roped in Junior Bachan for the promotion of the latest offering from the company Ford F On a similar note Saif Ali Khan and Rani Mukherjee is shown chasing each other with a Chevrolet Aamir Khan who is considered to be one of the most talented actors in the industry is frequently seen changing roles on screen to promote the Toyota Innova, a car which is generations ahead of its predecessor Toyota QCricketers haven't been left behind in the race of promoting cars; Fiat Palio had received a great thrust when the promotion of the car was taken up by the batting maestro Sachin TIn addition to the publicity and advertisement which is done by the companies there are certain innovative strategies which are taken up by the companies to beat the competition from time to

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