oa Communicare : Journal for Communication Sciences in Southern Africa - How Toyota's approach towards marketing communications helps keep everything going right
Before focusing on how Toyota South Africa's approach towards advertising has played a major role in their continued success, it is important to first add some overall perspective. In any marketing situation, advertising forms only a part, albeit important, of any company's total marketing mix. Within the South African automotive industry, for example, many other mix ingredients are also involved and to place advertising in its true perspective, it is important to recognise at least some of these other ingredients. Of interest to those involved in the basic subject of this publication, will be the great importance communications also plays in the management of many of these other marketing mix ingredients.
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