Advancing from a Scalable Marketing Approach into a Digital Self-Service Sphere

Alexander Schwertlein (), Uli Schneider () and Jürgen Hoika ()
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Alexander Schwertlein: Infineon Technologies AG
Uli Schneider: Infineon Technologies AG
Jürgen Hoika: Infineon Technologies AG

A chapter in Digital Marketing in the Automotive Electronics Industry, 2023, pp 189-205 from Springer

Abstract: Abstract The chapter aims to show how ongoing changes in the B2B sector make digital self-services essential for achieving sustainable growth and customer satisfaction. To help managers and practitioners to understand how to apply this to their own businesses, the chapter covers changes that are driving the need to implement digital self-services. The authors provide a summary from a management perspective on how to set up a project to identify digital self-services that are relevant to a company’s needs and how to capture the necessary requirements for a successful implementation. This approach is described in the context of a high-tech, multinational company, providing insights into organizational and project structures as well as stakeholder management, which are deemed critical success factors for successful implementation.

Keywords: Stakeholder management; Digital customer engagement; Project management; Website; Digital services; Digital sales funnel; Digital self-services (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/978-3-031-30720-1_11

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