Digital Marketing in the Automotive Electronics Industry [[electronic resource] ] : Redefining Customer Experience through Digital Customer Engagement / / edited by Uli Schneider, Jürgen Hoika

• Autore: Schneider Uli
• Pubblicazione: Cham : , : Springer International Publishing : , : Imprint : Springer, , 2023
• Edizione: 1st ed. 2023.
• Descrizione fisica: 1 online resource (249 pages)
• Disciplina: 338.476292549
• Soggetto topico: Telemarketing; Internet marketing; Automobile industry and trade; Business information services; Digital Marketing; Automotive Industry; IT in Business
• Altri autori: HoikaJürgen
• Nota di contenuto: 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.
• Sommario/riassunto: 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.
• Titolo autorizzato: Digital Marketing in the Automotive Electronics Industry
• ISBN: 3-031-30720-8
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910741149503321
• Lo trovi qui: Univ. Federico II
• Serie: Management for Professionals, . 2192-810X