Digital marketing in the automotive ...
Schneider, Uli.

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  • Digital marketing in the automotive electronics industry = redefining customer experience through digital customer engagement /
  • 紀錄類型: 書目-電子資源 : Monograph/item
    正題名/作者: Digital marketing in the automotive electronics industry/ edited by Uli Schneider, Jürgen Hoika.
    其他題名: redefining customer experience through digital customer engagement /
    其他作者: Schneider, Uli.
    出版者: Cham :Springer International Publishing : : 2023.,
    面頁冊數: ix, 251 p. :ill. (some col.), digital ;24 cm.
    內容註: 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.
    Contained By: Springer Nature eBook
    標題: Automobiles - Electronic equipment -
    電子資源: https://doi.org/10.1007/978-3-031-30720-1
    ISBN: 9783031307201
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