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Rethinking communication strategies in the automotive industry   Lea Platel

Rethinking communication strategies in the automotive industry

104 страниц. 2010 год.
LAP Lambert Academic Publishing
The car industry is a 100-year old industry. During this century it has seen success, glory, and always overcame challenges. Today, it is facing a new issue: the environmental concern. Pressure is coming from both the society and governments, which forces companies to rethink their business practices. However, little is known on how to integrate the physical environment into business strategies, as it never has been considered before. The car industry is one of the most proactive industries when it comes to environmental claims. However, traditional approaches to marketing are no longer adequate as the environmental concern is redefining the economic paradigm and stakeholders'' expectations. This book, therefore, provides an understanding on how environmental issues affect business markets and marketing strategies. It particularly highlights some evolving trends regarding green communications and provides some insights into how communication strategies are evolving...
 
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