Digital Marketing in the Automotive Electronics Industry
Redefining Customer Experience through Digital Customer Engagement
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Beschreibung
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.
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.
Helps in adopting marketing practices in B2B and in the electronics industry Offers deep-dives into design and implementation of digital marketing campaigns Features perspectives from the management team of a world leading semiconductor company
Autor*in
Uli Schneider
Themen in »Digital Marketing in the Automotive Electronics Industry«
Automotive digital transformation Campaign design Customer personas Digital marketing approaches Marketing analytics Omni-channel marketing Operating models Semiconductor industry Standardization