Changing channels in the automotive industry a research study on Nissan's new retail concept /
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| Format: | Thesis |
| Kulcsszavak: | Autóipar Nissan |
| Online Access: | http://dolgozattar.uni-bge.hu/943 |
| Abstract: | The internet, the social media and the technological developments challenge the retail market to develop new marketing structures in order to stay competitive. The situation is no different in the automotive industry either. Nissan is one of those global manufacturers who are taking the lead in setting new trends not only in developing new products but also in reacting to the changing consumer behaviour. Besides the online presence, the company is implementing a change in the retail environment, called the New Retail Concept. In my dissertation give a general overview of the new tendencies in automotive selling and investigate whether the New Retail Concept is the right direction to go for an automotive manufacturer in this region. |
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