Marketing innovations in the automotive industry : meeting the challenges of the digital age / Elena Candelo.

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Marketing innovations in the automotive industry : meeting the challenges of the digital age / Elena Candelo.

9783030159993 (electronic book)
303015999X (electronic book)
9783030159986
3030159981

Cham, Switzerland : Springer, [2019]

English

1 online resource.

10.1007/978-3-030-15999-3 doi

HD9710.A2 C36 2019

338.4/76292

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.

Includes bibliographical references.

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Description based on online resource; title from digital title page (viewed on May 20, 2019).

International series in advanced management studies

Print version: 9783030159986

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