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Marketing Innovations in the Automotive Industry = Meeting the Challenges of the Digital Age /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Marketing Innovations in the Automotive Industry / by Elena Candelo.
Reminder of title:	Meeting the Challenges of the Digital Age /
Author:	Candelo, Elena.
Description:	XXV, 192 p. 2 illus., 1 illus. in color.online resource. :
Contained By:	Springer Nature eBook
Subject:	Automobile industry and trade. -
Online resource:	https://doi.org/10.1007/978-3-030-15999-3
ISBN:	9783030159993

Marketing Innovations in the Automotive Industry = Meeting the Challenges of the Digital Age /
Candelo, Elena.

Marketing Innovations in the Automotive Industry Meeting the Challenges of the Digital Age /[electronic resource] :by Elena Candelo. - 1st ed. 2019. - XXV, 192 p. 2 illus., 1 illus. in color.online resource. - International Series in Advanced Management Studies,2366-8814. - International Series in Advanced Management Studies,.

Part 1 The mechanical age: from the early years to the 1950s -- Part 2 The 1960s: towards convergence -- Part 3 The electronic and software age: a rapidly evolving landscape -- Part 4 The Digital Age: the changing face of marketing.

This book proposes that, within the automotive industry, revised marketing principles and innovative marketing strategies are needed to address more effectively the unprecedented challenges posed by the modern digital revolution. The starting point for these proposals is a thorough analysis of the evolution of marketing in the industry across three ages of technological innovations – the mechanical, the electronic, and the digital. The main objectives are first, to illustrate how study of the past can help carmakers as they move forward into the unknown, and second, to identify the main choices that they will face. The central premise is that unusual times call for unusual strategies. By mining the past in order to foresee likely future developments regarding competition and marketing strategies within the car industry, the book will appeal both to researchers and to present or future managers in the automotive and other innovation-driven sectors.

ISBN: 9783030159993

Standard No.: 10.1007/978-3-030-15999-3doiSubjects--Topical Terms:

654153
Automobile industry and trade.

LC Class. No.: HD9710-9710.37

Dewey Class. No.: 338.476292

Marketing Innovations in the Automotive Industry = Meeting the Challenges of the Digital Age /
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