The 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.
| ISBN: | 9783031307195 |
| Publication date: | 10th June 2023 |
| Author: | Uli Schneider, Jürgen Hoika |
| Publisher: | Springer an imprint of Springer International Publishing |
| Format: | Hardback |
| Pagination: | 251 pages |
| Series: | Management for Professionals |
| Genres: |
Online marketing / Social media marketing Vehicle and transport manufacturing industries Business mathematics and systems Business applications |