@article{1469594,
      author = {Schneider, Uli, and Hoika, Jürgen,},
      url = {http://library.usi.edu/record/1469594},
      title = {Digital marketing in the automotive electronics industry :  redefining customer experience through digital customer  engagement /},
      abstract = {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.},
      doi = {https://doi.org/10.1007/978-3-031-30720-1},
      recid = {1469594},
      pages = {1 online resource (ix, 251 pages) :},
}