Lexus marketing research 312
email marketing, automobile industry, luxury car markets
This research seeks to bridge the gaps between business to consumer communication strategies and explores the several potential underlying causes affecting customer beliefs about email marketing campaigns, specifically in the automobile industry. Facets of email marketing such as implementing segmentation strategy, preferences regarding content of emails (subject lines, body content, key words, images), and email frequency. Evidence is collected based on target market and demographic characteristics through secondary research of scholarly literature/academic journals and primary research with communication experts, industry executives, and general consumers.
Presented on April 23, 2019 at Student Research Day held at MacEwan University in Edmonton, Alberta.
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