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Other Papers on :Automobiles Association (AA)

Other Papers on :Marketing and Advertising Strategy

P/M/300. Marketing strategies in the Automobiles Association (AA)

(2004, 4000 words)

The paper looks at Automobiles Association (AA), the UKs most popular motor organisation, that is currently focusing on Direct Marketing Strategy of cross-selling that can help to position the AA across a wider range of products & services. The objectives and targets of the strategy are outlined; its main stages are described (direct mail, emailing, tele-market, the Internet). The paper takes a detailed look at the issues of customer acquisition and care, database development, etc.



 
   
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