TY  - GEN
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.
DO  - 10.1007/978-3-031-30720-1
DO  - doi
AB  - 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.
T1  - Digital marketing in the automotive electronics industry :redefining customer experience through digital customer engagement /
AU  - Schneider, Uli,
AU  - Hoika, Jürgen,
CN  - HD9710.A2
ID  - 1469594
KW  - Automobiles
KW  - Automobile industry and trade.
SN  - 9783031307201
SN  - 3031307208
TI  - Digital marketing in the automotive electronics industry :redefining customer experience through digital customer engagement /
LK  - https://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-031-30720-1
UR  - https://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-031-30720-1
ER  -