Digital Marketing in the Automotive Electronics Industry

Redefining Customer Experience through Digital Customer Engagement

251 Seiten, Hardcover

Kurzbeschreibung des Verlags

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.

• Reihe: Management for Professionals
• ISBN: 9783031307195
• Sprache: Englisch
• Erscheinungsdatum: 10.06.2023
• Genre: Wirtschaft/Werbung, Marketing
• Verlag: Springer International Publishing
• Herausgegeben von: Uli Schneider, Jürgen Hoika