Marketing innovations in the automotive industry : meeting the challenges of the digital age / Elena Candelo.
2019
HD9710.A2 C36 2019
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Linked Resource
Online Access
Concurrent users
Unlimited
Authorized users
Authorized users
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Can lend chapters, not whole ebooks
Details
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
303015999X (electronic book)
9783030159986
3030159981
Published
Cham, Switzerland : Springer, [2019]
Language
English
Description
1 online resource.
Item Number
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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Online Access
Record Appears in
Online Resources > Ebooks
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All Resources
Table of Contents
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.
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.