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商品詳細
Digital Marketing in the Automotive Electronics Industry : Redefining Customer Experience through Digital Customer Engagement.
・ISBN 978-3-031-30719-5 hard EUR 84.99
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| 著者・編者 | Schneider, Uli / Hoika, Jürgen (eds.), |
|---|---|
| シリーズ | Management for Professionals |
| 出版社 | (Springer, GW) |
| 出版年月 | 2023.06 |
| ページ数 | 226 pp. |
| 言語 | ENG |
| ニュース番号 | ＜702-566＞ |
解説
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.