Compare and analyse marketing strategies using consumer focused studies.
The case of TomTom vs. Garmin

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Compare and analyse marketing strategies using consumer focused studies. The case of TomTom vs. Garmin

The following dissertation paper focuses on a central research question that is to compare and appraise strategic marketing activities of a first mover navigation organisation, TomTom B.V., to its most prominent competitor Garmin Ltd, a successful follower. The intense situation in the global positi...

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Bibliographic Details
Main Author:	Stefanova, Antonia
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2014
Online Access:	https://eprints.nottingham.ac.uk/27144/

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