Digital Marketing in the Automotive Electronics Industry

Edited by Uli Schneider () and Jürgen Hoika ()

in Management for Professionals from Springer

Date: 2023
ISBN: 978-3-031-30720-1
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Chapters in this book:

Opportunities of and Necessities for a Digital Transformation in Sales and Marketing in a Leading Electronics Company

Uli Schneider and Jürgen Hoika

Digital Customer Engagement in the Automotive Semiconductor Industry: Leveraging Continuous Disruption

Uli Schneider and Jürgen Hoika

The Key Role of Disruptive Digital Marketing Approaches in the Automotive Electronics Market

Jürgen Hoika and Uli Schneider

Overcoming Barriers to Digital Marketing in the Automotive Electronics Industry Through Ambidexterity Design Guidelines

Uli Schneider

A Practical Guide to Setting and Achieving Digital Marketing Goals Following a Plan-Do-Check-Act Approach

Theo Göpfert, Kati Zieger and Uli Schneider

The Importance of a Focused and Standardized Operating Model in Managing Digital Customer Engagement

Lukas Trautner

A Framework for Orchestrating Higher-Level Processes for Successful Digital Customer Engagement: A Plaidoyer for a Digital Marketing Cortex

Uli Schneider, Lore Darcos and Robin Schneider

Designing Campaigns and Optimizing Campaign Performance: The Ingredients of Campaign Excellence

Kati Zieger, Uli Schneider and Lore Darcos

Meaningful Marketing Content for Automotive Customer: A Process Guide for Modular, Buyer Persona Centric, and Channel Optimized Content Creation

Anup Shukla, Alexander Schwertlein and Uli Schneider

In Pursuit of a Scalable Channel Optimization in B2B

Eric Siegel and Uli Schneider

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

Alexander Schwertlein, Uli Schneider and Jürgen Hoika

Separating the Useful from the Harmful: How the Core Competence of Filtration Drives Digital Marketing Transformation

Julia Remmele, Gudmund Semb and Marian Wenking

Enhancing the Customer Journey with Digital Self-Services

Christoph Tienken, Jonathan Rösler and Thomas Friedli

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DOI: 10.1007/978-3-031-30720-1

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