Abstract
This
paper aimed to contribute to academic literature by focusing on identifying the
barriers
experienced
by car dealerships in planning
and
implementing marketing communication campaigns. This
study adopted a broad organisational approach perceiving the planning and implementation marketing communications as a task that involves the
entire
organisation. A qualitative research approach was followed to realise the research purpose using semi-structured in-depth
interviews with marketing
personnel of different car dealerships in Gauteng, South Africa. A
content analysis was used to analyse primary data with the aid of Atlas ti version 8 computer
software. The findings revealed that car dealerships experience
both internal and external
barriers during the planning and implementation
of marketing communication campaigns. The findings of this study make significant contribution to academic literature. In addition, this study, provides recommendations to key stakeholders in the motor industry and directions for
future research
directions.
