A COVID-19 dilemma in India : calibrating a downsized automobile marketing budget /

Expecting a drastic slump in its automobile sales when India put COVID-19 restrictions in place in March 2020, Contana India reduced its marketing budget by 70%. Nonetheless, the marketing general manager was expected to deliver outstanding performance, drive immediate sales, and maintain brand awar...

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Bibliographic Details
Main Authors:	Mukherjee, Jaydeep, (Economist) (Author), Tripathi, Pragati (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2022.
Series:	SAGE Business cases.
Subjects:	COVID-19 Pandemic, 2020- > India > Case studies. Budget in business > Case studies. Automobiles > India > Marketing > Case studies. Pandémie de COVID-19, 2020- > Inde > Études de cas. Gestion budgétaire > Études de cas. Automobiles > Inde > Commercialisation > Études de cas. Automobiles > Marketing. Budget in business. India. Since 2020 Electronic books. Case studies.
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Call Number:		HG4028.B8 M85 2022

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