Since the outset, marketing strategies in the car industry have been evolving constantly. The best manufacturers have managed to adjust their marketing strategies, often quickly, in response to variations in technology, demand and competition.
In the marketing literature, the evolution of marketing strategies has been
analysed mainly across the phases of production orientation (or production
approach), sales orientation (or sales approach) and marketing orientation (or
marketing approach, sometime defined as the result of the marketing revolution).
This book will provide an in-depth discussion of these approaches, while placing
a broad emphasis on the impact of technological innovation, and changes in buyer
behaviour and the structure of competition on the industry.