Details

Autor(en) / Beteiligte

• Schneider, Uli
• Hoika, Jürgen

Titel

Digital Marketing in the Automotive Electronics Industry: Redefining Customer Experience Through Digital Customer Engagement

Auflage

1

Ort / Verlag

Cham: Springer International Publishing AG

Erscheinungsjahr

2023

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• The book complements the current body of knowledge in business-to-business marketing with the experience of many professionals ranging from marketers to top management of a leading automotive semiconductor supplier worldwide. It presents unique and adaptable practical concepts, case studies, and tested models from practice. The book operationalizes the theory of approaches such as omni-channel marketing, and target driven performance marketing into practical and actionable approaches in large B2B companies in automotive sectors. The change management nature of the digital transformation of marketing is a common thread throughout the book and the experience of more than 10 practitioners, allowing readers to relate the content directly to their own business reality.