Eberhard Kern, M.D & CEO, Mercedes Benz India in an interview with ETAuto says that below the line (BTL) activities are most important tool of marketing and branding.
Source: http://auto.economictimes.indiatimes.com/news/passenger-vehicle/cars/no-marketing-activity-is-planned-without-online-social-media-says-mercedes-india-chief/40562486
Source: http://auto.economictimes.indiatimes.com/news/passenger-vehicle/cars/no-marketing-activity-is-planned-without-online-social-media-says-mercedes-india-chief/40562486
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