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The main reason of BMW’s success is recognized by the development of a steady marketing policy. The company has built its brand and continues to focus on the following core values which is shown in the below figure.

BMW has always maintained these core values since the company’s inception. In addition to the message of these values we can see it in advertising campaigns on television, press, magazine, trade fairs, motor shows, etc...

In addition to the message of these values we can see it in advertising campaigns on television, press, magazine, trade fairs, motor shows, etc. We can also find company explicitly expresses one or more of these values in all BMW advertisements. However, we can also point out that BMW also bank’s on the sensitively to the environment, which we can see with the current advertising strategies of the company...

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