Saipa Group – The Iranian car manufacturer seeks a drive to serve
Wilson, Jonathan A.J. (2010) Saipa Group – The Iranian car manufacturer seeks a drive to serve. In: Hollensen, Svend, (ed.) Marketing Management: A Relationship Approach. Pearson Education, Harlow, UK, pp. 220-227. ISBN 9780273706830Full text not available from this repository.
This case study examines the challenges faced by an Iranian automotive manufacturer, when looking to increase its brand value. Their strategy is one which focusses on: government and religious clergy relations, international partnerships, employee relations, sports sponsorship, and organising cultural events.
|Item Type:||Book Section|
|Uncontrolled Keywords:||relationship marketing, international branding, automotive manufacturing, employee relations, advertising, Middle East, religion, sports sponsorship, culture|
|Subjects:||H Social Sciences > HF Commerce|
|Faculty / Department / Research Groups:||Faculty of Business > Department of Marketing, Events & Tourism|
|Last Modified:||14 Oct 2016 09:12|
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