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The use of digital marketing in the Swiss automotive retail industry : how does the Swiss automotive retail industry use digital marketing for dealerships to drive revenue and brand awareness?

Sengupta, Joya ; Connerton, Timothy (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2018 ; TDIBM 45.

Marketing is about “creating customer value and relationships” (Kotler, Armstrong 2014, p. 16). However, this reality has changed over the years especially since the shift towards digital. New tools and influences appeared, therefore impacting the consumers shopping habits. Moreover, consumers today have a much wider choice to pick from and many purchasing possibilities. What about the...