Integrated Marketing Communication and Brand Management: the Case Study of Fiat 500
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References listed on IDEAS
- Riccardo Gallo, 2003. "Razionalizzazione della struttura produttiva di Fiat auto e dei maggiori Oem," ECONOMIA E POLITICA INDUSTRIALE, FrancoAngeli Editore, vol. 2003(119).
- Giuseppe Volpato, 2002. "Una crisi che viene da lontano. Il marketing strategico di Fiat Auto," ECONOMIA E POLITICA INDUSTRIALE, FrancoAngeli Editore, vol. 2002(116).
- Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
- Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
- repec:dau:papers:123456789/995 is not listed on IDEAS
- Albert M. Muiz Jr. & Hope Jensen Schau, 2005. "Religiosity in the Abandoned Apple Newton Brand Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 737-747, March.
- Andrew B. Hargadon & Beth A. Bechky, 2006. "When Collections of Creatives Become Creative Collectives: A Field Study of Problem Solving at Work," Organization Science, INFORMS, vol. 17(4), pages 484-500, August.
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More about this item
Keywords
Integrated Marketing Communication; Brand Management; Consumer Community; Positioning; Automotive Industry;All these keywords.
JEL classification:
- L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
- L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
- L62 - Industrial Organization - - Industry Studies: Manufacturing - - - Automobiles; Other Transportation Equipment; Related Parts and Equipment
- M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
- M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
- M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
- M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
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