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Digital marketing in the automotive electronics industry = redefining customer experience through digital customer engagement /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Digital marketing in the automotive electronics industry/ edited by Uli Schneider, Jürgen Hoika.
Reminder of title:	redefining customer experience through digital customer engagement /
other author:	Schneider, Uli.
Published:	Cham :Springer International Publishing : : 2023.,
Description:	ix, 251 p. :ill. (some col.), digital ; : 24 cm.;
Contained By:	Springer Nature eBook
Subject:	Automobiles - Electronic equipment -
Online resource:	https://doi.org/10.1007/978-3-031-30720-1
ISBN:	9783031307201

Digital marketing in the automotive electronics industry = redefining customer experience through digital customer engagement /
Digital marketing in the automotive electronics industryredefining customer experience through digital customer engagement /[electronic resource] :edited by Uli Schneider, Jürgen Hoika. - Cham :Springer International Publishing :2023. - ix, 251 p. :ill. (some col.), digital ;24 cm. - Management for professionals,2192-810X. - Management for professionals..

PART 1: Understanding Digital Marketing in the Automotive Semiconductor Industry -- Chapter 1. Opportunities of and Necessities for a Digital Transformation in Sales and Marketing in a Leading Electronics Company -- Chapter 2. Digital Customer Engagement in the Automotive Semiconductor Industry: Leveraging Continuous Disruption -- Chapter 3. The key role of disruptive digital marketing approaches in the automotive electronics market -- Chapter 4. Overcoming Barriers to Digital Marketing in the Automotive Electronics Industry Through Ambidexterity Design Guidelines -- PART 2: Deep Dives into Organizational Design, Strategy and Operation as well as Target Model implementation -- Chapter 5. A practical guide to setting and achieving digital marketing goals following a plan-do-check-act approach -- Chapter 6. The importance of a focused and standardized operating model in managing Digital Customer Engagement -- Chapter 7. A framework for orchestrating higher-level processes for successful digital customer engagement - A plaidoyer for a digital marketing cortex -- PART 3: Configuring Campaigns and Optimizing digital customer engagement as well as and insights from academia and other industries -- Chapter 8. Designing Campaigns and Optimizing Campaign Performance - The ingredients of campaign excellence -- Chapter 9. Meaningful Marketing Content for Automotive Customer: A process guide for modular, buyer persona centric and channel optimized content creation -- Chapter 10. In Pursuit of a Scalable Channel Optimization in B2B -- Chapter 11. Advancing from a scalable marketing approach into a digital self-service sphere -- Chapter 12. Separating the useful from the harmful: How the core competence of filtration drives digital marketing transformation -- Chapter 13. Enhancing the Customer Journey with Digital Self-services.

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.

ISBN: 9783031307201

Standard No.: 10.1007/978-3-031-30720-1doiSubjects--Topical Terms:

1414721
Automobiles
--Electronic equipment

LC Class. No.: HD9710.A2

Dewey Class. No.: 338.476292549

Digital marketing in the automotive electronics industry = redefining customer experience through digital customer engagement /
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520 $a 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.
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