The Importance of Marketing Communication for Preserving the Tradition and Existence of the Fiat Brand on the Slovenian Market

The purpose of their work is to present a comprehensive approach to marketing communication as an important factor of the marketing mix for maintaining the good reputation of the Fiat brand and thereby further strengthening its tradition on the Slovenian automotive market. To prove the above, they conducted a survey amongst purchasers of Fiat brand vehicles, which demonstrated exceptional satisfaction of Fiat brand car owners and moderately effective implementation of marketing communication by the companies Avto Triglav, d.o.o., and Autocommerce, d.o.o..

Problem

The purpose of their work is to present a comprehensive approach to marketing communication as an important factor of the marketing mix for maintaining the good reputation of the Fiat brand and thereby further strengthening its tradition on the Slovenian automotive market.

Results

To prove the above, they conducted a survey amongst purchasers of Fiat brand vehicles, which demonstrated exceptional satisfaction of Fiat brand car owners and moderately effective implementation of marketing communication by the companies Avto Triglav, d.o.o., and Autocommerce, d.o.o..