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Title: A critical evaluation of the retail sales function in achieving fully integrated marketing communications (IMC) within the UK domestic new car market
Author: Gaballa, Noha Youssef
Awarding Body: University of Liverpool
Current Institution: University of Liverpool
Date of Award: 2012
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The researcher's research interest is in the area of integrated marketing communications (IMC), and specifically for the category of products often referred to as 'high involvement goods'. Some service categories could also classified as 'high involvement' in terms of the complexity of the purchasing situation and the time needed for the consumer to reach a purchasing decision. However this thesis is about high involvement products, specifically new cars which have been used as a vehicle for discussion to illustrate the application of the !MC concept to high involvement goods. The author has consulted widely within the relevant IMC literature and also the more contextual literature available on the UK new car market and the sale of new cars within the UK. This more contextual literature has emanated largely from professional bodies such as Society of Motor Manufacturers and Traders (SMMT). Having considered the area of interest and gained familiarity with both the conceptual and contextual literature, the researcher had to decide on the appropriate methodology. Given the nature of the research problem and the fact that little was known about the applicability of!MC within the UK new car market, a qualitative, emerging methodology was used. This was based on a Grounded Theory approach which was considered to be the most appropriate and productive way to proceed. The researcher conducted 35 interviews with dealer principals' and sales managers' and hence this work is based largely on the dealer side of the dealer-manufacturer relationship. Interviews were recorded and transcribed. The analysis was conducted using the protocol recommended by Strauss and Corbin (I 990). The researcher found that the concept of IMC is weakly embedded in the retail sector of the UK new car value chain. The reason for this weakness has been established and discussed. The author makes recommendations as to how greater integration can be achieved within this industry. The problems of implementing the recommendations made and the managerial implications of attempting to implement such recommendations are discussed in full. The author's findings have been presented diagrammatically in an industry specific conceptual model showing many of the issues and problems mentioned here. The conceptual diagram is discussed further in the text. Finally the author considers the limitations of the work conducted and makes recommendations for future research. A fully annotated set of interview transcripts are provided in the appendices for the reader's convenience.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available