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Integrated Marketing Communication and Brand Management: the Case Study of Fiat 500

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Academic year: 2021

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Figure

Figure 1: The Fiat 500 advertising campaign, 2007-2008, “Some little things are magical”
Figure 2: Years 2000-2009. A comparison of sales of the main city cars BMW Mini - -Smart - Fiat 500, 2000-2009, Sales per year
Figure 3: A customer-centric model of a brand community. Adapted from McAlexander, Schouten, Koenig, 2002
Figure 3: The communicative process

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The “fastes en direct”: Relational tools and events

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