Marketing innovations in the automotive industry : meeting the challenges of the digital age / Elena Candelo.
Candelo, Elena, author.
2019
HD9710.A2 C36 2019
Available Online

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Title Marketing innovations in the automotive industry : meeting the challenges of the digital age / Elena Candelo.
Author Candelo, Elena, author.
ISBN 9783030159993 (electronic book)
303015999X (electronic book)
9783030159986
3030159981
DOI https://doi.org/10.1007/978-3-030-15999-3
Published Cham, Switzerland : Springer, [2019]
Language English
Description 1 online resource.
Other Standard Identifiers 10.1007/978-3-030-15999-3 doi
Call Number HD9710.A2 C36 2019
Dewey Decimal Classification 338.4/76292
Summary This book proposes that, within the automotive industry, revised marketing principles and innovative marketing strategies are needed to address more effectively the unprecedented challenges posed by the modern digital revolution. The starting point for these proposals is a thorough analysis of the evolution of marketing in the industry across three ages of technological innovations - the mechanical, the electronic, and the digital. The main objectives are first, to illustrate how study of the past can help carmakers as they move forward into the unknown, and second, to identify the main choices that they will face. The central premise is that unusual times call for unusual strategies. By mining the past in order to foresee likely future developments regarding competition and marketing strategies within the car industry, the book will appeal both to researchers and to present or future managers in the automotive and other innovation-driven sectors.
Bibliography, etc. Note Includes bibliographical references.
Access Note Access limited to authorized users.
Digital File Characteristics text file PDF
Source of Description Description based on online resource; title from digital title page (viewed on May 20, 2019).
Series International series in advanced management studies
Available in Other Form Print version: 9783030159986
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Record Appears in Online Resources > Ebooks
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Part 1 The mechanical age: from the early years to the 1950s
Part 2 The 1960s: towards convergence
Part 3 The electronic and software age: a rapidly evolving landscape
Part 4 The Digital Age: the changing face of marketing.

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