The application of the multi-channel approach in marketing campaigns of luxury car dealers in Russia: The case of Land Rover

Abstract

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.