Baby you can drive my car: using local community customers to develop marketing communications
by Alun Epps
International Journal of Innovation and Regional Development (IJIRD), Vol. 2, No. 1/2, 2010

Abstract: This research details a community collaboration in Dubai, UAE between a car dealership that trades some of the world's most prestigious automobiles, a group of 62 final year undergraduate marketing students in agency groups of four and five and a leading international university. The car dealer is launching a new youth-centric model and has challenged 14 student marketing communication agencies to devise a promotional concept pitch to be used as the new car launch campaign. The results suggest a mutually advantageous outcome for all community members; whereby the car dealer has its campaign tailor-made by its ultimate consumer, the students acquire experience and fuller curriculum vitae from one of the most recognised global brands and the university enhances its standing with the wider stakeholder community.

Online publication date: Wed, 02-Dec-2009

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