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Marketing Literature Review

Topic: Building a Brand within the Automotive Industry

Assignment: Your writing the first 3 pages of a 12 page Literature Review. See attached articles to use or research other articles to use to support your discussion.

Note: This section should not be like a book report that discusses each article as totally separate entity. This section should discuss the key topics (see examples in blue below) through an analysis, synthesis, and evaluation of the research that compares and contrasts what the articles say about the topic.

You should synthesize what the literature says about the topic. This includes comparing and contrasting ideas from the articles (see attached articles or research other articles to use). You should include both practitioner type articles as well as peer-reviewed academic studies (See attached articles or research other articles to use). Your research needs to include quality journal articles (i.e., do your research on Galileo to get the level of quality needed for your literature review). As part of this review, discuss how the literature relates to the text (see textbook attachment, pages 266-276). Ideally, your literature review should be providing updated and more detailed information from what is in the text; such as findings from primary research discussed in the articles. I would recommend the use of subheadings within the literature review to help organize your discussion and to make it easier for the reader to follow.

In your 3 written pages, first discuss building a automotive brand and how to position that brand. Please compare to what’s in the textbook, to the articles you use for the Lit Review. Point out what is agreed upon and what might be missing or not agreed upon in the literature compared to what’s in the textbook on pages 266-276 of the textbook attachment, then discuss conspicuous versus internal consumption of particular automobile brands (for example luxury, eco-friendly, family-based, etc.) and how the companies branding to the public affects how people buy what type automobile. Then discuss how does companies position automobile branding in a static market compared to a thriving market (for example, luxury brand or eco-friendly cars).