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008			230608s2023 sz | o |||| 0|eng d
020			_a9783031307201
024	7		_a10.1007/978-3-031-30720-1 _2doi
040			_aES-VaUEC _bspa _cES-VaUEC _dES-VaUE
050		4	_aHF5415.1265 _b2023 EB
245	0	0	_aDigital Marketing in the Automotive Electronics Industry : _bRedefining Customer Experience through Digital Customer Engagement _cedited by Uli Schneider, Jürgen Hoika
250			_a1st ed 2023
264		1	_aCham _c2023 _bSpringer International Publishing
300	0	0	_a1 recurso en línea
336			_atexto _btxt _2rdacontent
337			_aelectrónico _bc _2rdamedia
338			_arecurso electrónico _bcr _2rdacarrier
490	0		_aManagement for Professionals _x2192-810X
505	0		_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.
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.
988			_aSpringer_Business_2023
650		7	_2embne _924240 _aMarketing en Internet
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-031-30720-1 _zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942			_2lcc _cLE
998			_b06/2024 _db _ej _zSI