Digital Marketing in the Automotive Electronics Industry: Redefining Customer Experience Through Digital Customer Engagement

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.

• Format: Hardcover
• Language: English
• ISBN: 3031307194
• ISBN13: 9783031307195
• Release Date: June 2023
• Publisher: Springer
• Length: 251 Pages
• Weight: 1.25 lbs.
• Dimensions: 0.8" x 6.2" x 9.3"