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

Uli Schneider () and Jürgen Hoika ()
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Uli Schneider: Infineon Technologies AG
Jürgen Hoika: Infineon Technologies AG

A chapter in Digital Marketing in the Automotive Electronics Industry, 2023, pp 3-8 from Springer

Abstract: Abstract The chapter outlines the societal challenges that require a digital transformation in sales and marketing of a leading semiconductor company and outlines the associated opportunities in this area. In the context of decarbonization and digitalization, the two defining challenges of our time, the authors describe the corporate environment, values, and contributions of Infineon Technologies to solve these challenges and discuss the resulting necessity to redefine customer engagement and enhance digitally from their perspective in order to create better and higher customer value while at the same time establishing themselves as a sustainable market leader. Finally, the authors conclude the chapter with the structure of the book.

Keywords: Digital customer engagement; Digital marketing; Decarbonization; Digitalization; Digital transformation; Semiconductor industry (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-30720-1_1

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DOI: 10.1007/978-3-031-30720-1_1

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