Naslov
The influence of BMW Group Energy Strategy Communication on Corporate Image

Autori
Jurum Kipke, Jasna ; Pirić, Valentina ; Manucci, Marina

Izvornik
Promet-Traffic-Traffico (0353-5320) 16 (2004), 4; 231-237

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, pregledni rad, stručni

Ključne riječi
BMW Group ; Car market ; Marketing Communication ; Corporate Image ; Croatia ; Energy Strategy ; Environmental Protection

Sažetak
This paper deals with the application of BMW Group energy strategy communication in order to build excellent BMW Group corporate image worldwide with the purpose of analyzing the current situation regarding this topic on the Croatian car market as well as analyzing the possible influence of BMW environment protection care and energy strategy on BMW corporate image in the Republic of Croatia. To ensure sufficient supply of energy in order to meet the future needs, the BMW's choosen priorities worldwide are to promote efficient use of today's available energy sources and to develop innovative solutions for the future. The company uses this elements in building the desirable BMW corporate image. On the basis of the conducted survey, it was more than obvious that these activities still do not play a large role in building a good BMW corporate image among BMW customers in Croatia. Obviously, there is great possibility for the BMW Group to improve its corporate image in Croatia and on the similar markets both with the application of intensive environmental care and energy strategy communication.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA