Marketing Innovations in the Automotive Industry Meeting the Challenges of the Digital Age
Aus der Reihe
International Series in Advanced Management Studies
Fr. 182.00
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Gebundene Ausgabe
Erscheinungsdatum
18.04.2019
Abbildungen
XXV, 2 illus., 1 illus. in color., schwarz-weiss Illustrationen, farbige Illustrationen
Verlag
SpringerSeitenzahl
192
Maße (L/B/H)
24.1/16/1.8 cm
Gewicht
500 g
Auflage
1st ed. 2019
Sprache
Englisch
ISBN
978-3-030-15998-6
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.
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