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 9780273706830

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Abstract

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 / School / Research Centre / Research Group:	Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:	Publisher Organisation
Last Modified:	14 Oct 2016 09:12
URI:	http://gala.gre.ac.uk/id/eprint/4630

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