New approaches in Marketing Communications: The Case of SKODA AUTO India

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F29142890%3A_____%2F21%3A00041467" target="_blank" >RIV/29142890:_____/21:00041467 - isvavai.cz</a>
Result on the web
<a href="https://fmk.sk/download/MI_2021_eng_FINAL.pdf" target="_blank" >https://fmk.sk/download/MI_2021_eng_FINAL.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
New approaches in Marketing Communications: The Case of SKODA AUTO India
Original language description
The paper aim is to investigate new approaches in marketing communications of a global car maker in emerging market. The study addresses theoretical streams on modern marketing communications such as customer experience, personalization and customization by outlining the importance of these factors for implementing strategic marketing tools localized for the Indian market. The goal of the article is based on implementation analysis to determine the success of the communication strategy ŠKODA AUTO India, reveal the strongest marketing tools at present and find out how they affect the operation of the company on the Indian market. The study suggests how to improve communication strategies of ŠKODA AUTO India. The paper sheds a light on the new approaches in marketing communications at SKODA AUTO India, which has been emerging recently. Study’s results show that the company has selected alternative ways of organizing its own approaches towards the customers on the Indian market. Paper results show that the firm targets wide variety of customers through different communication channels and marketing campaigns specific for the automotive market in India.
Czech name
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Czech description
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Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Marketing Identity: New changes, new challenges
ISBN
978-80-572-0220-2
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
38-46
Publisher name
Faculty of Mass Media Communication, University of SS. Cyril and Methodius
Place of publication
Trnava, Slovakia
Event location
Trnava
Event date
Jan 1, 2021
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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