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

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2021

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Marketing Identity: New changes, new challenges

ISBN

978-80-572-0220-2

ISSN

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e-ISSN

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Počet stran výsledku

9

Strana od-do

38-46

Název nakladatele

Faculty of Mass Media Communication, University of SS. Cyril and Methodius

Místo vydání

Trnava, Slovakia

Místo konání akce

Trnava

Datum konání akce

1. 1. 2021

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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