001469594 000__ 05059cam\\2200613\i\4500
001469594 001__ 1469594
001469594 003__ OCoLC
001469594 005__ 20230803003337.0
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001469594 007__ cr\cn\nnnunnun
001469594 008__ 230613s2023\\\\sz\a\\\\o\\\\\000\0\eng\d
001469594 020__ $$a9783031307201$$q(electronic bk.)
001469594 020__ $$a3031307208$$q(electronic bk.)
001469594 020__ $$z9783031307195
001469594 020__ $$z3031307194
001469594 0247_ $$a10.1007/978-3-031-30720-1$$2doi
001469594 035__ $$aSP(OCoLC)1382331129
001469594 040__ $$aGW5XE$$beng$$erda$$epn$$cGW5XE$$dEBLCP$$dOCLCF
001469594 049__ $$aISEA
001469594 050_4 $$aHD9710.A2
001469594 08204 $$a338.4/76292549$$223/eng/20230613
001469594 24500 $$aDigital marketing in the automotive electronics industry :$$bredefining customer experience through digital customer engagement /$$cUli Schneider, Jürgen Hoika, editors.
001469594 264_1 $$aCham :$$bSpringer,$$c[2023]
001469594 264_4 $$c©2023
001469594 300__ $$a1 online resource (ix, 251 pages) :$$billustrations (some color).
001469594 336__ $$atext$$btxt$$2rdacontent
001469594 337__ $$acomputer$$bc$$2rdamedia
001469594 338__ $$aonline resource$$bcr$$2rdacarrier
001469594 4901_ $$aManagement for professionals
001469594 5050_ $$aPART 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.
001469594 506__ $$aAccess limited to authorized users.
001469594 520__ $$aThe 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.
001469594 588__ $$aDescription based on print version record.
001469594 650_0 $$aAutomobiles$$xElectronic equipment$$xInternet marketing.
001469594 650_0 $$aAutomobile industry and trade.
001469594 655_0 $$aElectronic books.
001469594 7001_ $$aSchneider, Uli,$$eeditor.
001469594 7001_ $$aHoika, Jürgen,$$eeditor.
001469594 77608 $$iPrint version:$$tDigital marketing in the automotive electronics industry.$$dCham : Springer, 2023$$z9783031307195$$w(OCoLC)1381123289
001469594 830_0 $$aManagement for professionals.
001469594 852__ $$bebk
001469594 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-031-30720-1$$zOnline Access$$91397441.1
001469594 909CO $$ooai:library.usi.edu:1469594$$pGLOBAL_SET
001469594 980__ $$aBIB
001469594 980__ $$aEBOOK
001469594 982__ $$aEbook
001469594 983__ $$aOnline
001469594 994__ $$a92$$bISE