title: The application of the multi-channel approach in marketing campaigns of luxury car dealers in Russia: The case of Land Rover
metadata.name: dc.contributor.advisor
metadata.value: Cherenkov, Vitally I.
metadata.lang: -
metadata.name: dc.contributor.advisor
metadata.value: Ellonen, Hanna-Kaisa
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Zyryanov, Anton
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2014-03-22T10:07:27Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2014-03-22T10:07:27Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2011
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/895
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: Main goal is to evaluate how multi-channel approach in marketing campaign of luxury car dealers in Russia is applied. Main tasks of the study are: Define key concepts; Evaluate special features of car marketing in Russia; Compare strategies and results of 3 Land Rover dealers in Russia. As a result, the research helped to establish that the multi-channel approach in marketing campaigns reduces costs and increases efficiency of interaction with customers and also modifies the interaction processes within the company between various departments and decision making process, which positively affects the effectiveness of marketing activity.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: English
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: Master in Information Technologies and Innovation Management, Graduate School of Management, Saint Petersburg State University
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: multi-channel approach
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: luxury car
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: marketing campaign
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Integrated Marketing Communications
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: The application of the multi-channel approach in marketing campaigns of luxury car dealers in Russia: The case of Land Rover
metadata.lang: en_GB
metadata.name: dc.title.alternative
metadata.value: Применение многоканального подхода в маркетинговых кампаниях дилеров автомобилей класса люкс в России (на примере Лэнд Ровер)
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Thesis
metadata.lang: en_GB
metadata.name: dc.contributor.altauthor
metadata.value: Зырянов, А.
metadata.lang: -
resources.filename: Zyryanov_Advisor's Reference.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/895/1/Zyryanov_Advisor%27s%20Reference.pdf
resources.format: Adobe PDF
resources.size: 282,99 kB
resources.filename: Zyryanov_Referee's Review.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/895/2/Zyryanov_Referee%27s%20Review.pdf
resources.format: Adobe PDF
resources.size: 98,54 kB