TY  - BOOK
AU  - Schneider,Uli
AU  - Hoika,Jürgen
TI  - Digital Marketing in the Automotive Electronics Industry: Redefining Customer Experience through Digital Customer Engagement 
T2  - Management for Professionals,
SN  - 9783031307201
U1  - 658.872 23
PY  - 2023///
CY  - Cham
PB  - Springer International Publishing, Imprint: Springer
KW  - Telemarketing
KW  - Internet marketing
KW  - Automobile industry and trade
KW  - Business information services
KW  - Digital Marketing
KW  - Automotive Industry
KW  - IT in Business
N1  - 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
N2  - 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
UR  - https://doi.org/10.1007/978-3-031-30720-1
ER  -