1、字数：英文 2683 单词， 16642 字符；中文 4723 汉字 出处： Makgopa S. Sipho.Planning of marketing communication strategies by car dealershipsJProblems and Perspectives in Management.2016,14 (4-1):212-220 外文文献： Planning of marketing communication strategies by car dealerships Abstract Effective
2、marketing communication strategies and campaigns are of much importance in many organizations in informing, reminding and persuading current and potential customers to support the organization by buying organizations product offerings. Organizations in planning of marketing communication strategies
3、and campaigns, organizations in theory need to conduct micro-environmental analysis determining organizations strengths and weakness. The purpose of this paper was to investigate the planning of marketing communication strategies and campaigns of car dealerships in practice with more emphasis on mic
4、ro-environmental factors of consideration. In achieving the purpose of this paper, a qualitative research approach using semi-structured in-depth interviews with marketing personnel of different car dealerships in Gauteng Province, South Africa was followed. In this paper a qualitative content analy
5、sis was used to analyze primary data using Atlas ti version 10 computer software. The results revealed that there are key micro-environmental factors of consideration during the planning of marketing communication strategies and campaigns. Based on the results of this paper, the author provided reco
6、mmendations to stakeholders in the motor vehicle industry, specifically, car dealerships and future research directions. Keywords: marketing communications, marketing communication objectives, marketing communication strategy, media types, micro-environment. Introduction Marketing communication as a marketing mix element is one of the most difficult but crucially important component of contemporary marketing. In recent years this challenge has been made even more complicated by the explosion of new digital
