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 tes...
| Other Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
Cham
Springer International Publishing
2023, 2023
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| Edition: | 1st ed. 2023 |
| Series: | Management for Professionals
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| Subjects: | |
| Online Access: | |
| Collection: | Springer eBooks 2005- - Collection details see MPG.ReNa |
Table of Contents:
- 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