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Published by:
INSEEC - Organisation et Développement (2021)
Version:
March 2021
Length:
25 pages
Data source:
Generalised experience

Abstract

Citroen's new brand identity is underpinned by its 'Creative Technologie' slogan, which is being used on the brand's website and on social media networks to connect with Internet users and leverage the collective intelligence of customers. This case examines the impact Information and Communications Technology (ICT) tools have had on communication in the automotive industry. It focuses on consumer behaviour and experiential marketing, co-creation and brand identity, reverse marketing and the virtual market.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Topics

Marketing; Communications; Communication technologies; Experiential marketing; Consumers in virtual worlds; Co-creation; Co-production; Brand awareness; Brand identity; Differentiation; Customer loyalty; Collective intelligence; Virtual market; Automobile sector

Setting

The events covered by this item took place in 2017.

Geographical setting

Region:
Europe
Country:
France

Featured company

Company name:
Citroën
Industry:
Automobile

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