Digital Marketing in the Automotive Electronics Industry: Redefining Customer Experience through Digital Customer Engagement by Uli Schneider, Jürgen Hoika
English | PDF EPUB (True) | 2023 | 249 Pages | ISBN : 3031307194 | 26.3 MB
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.