Marketing Innovations in the Automotive Industry

Meeting the Challenges of the Digital Age
1. Auflage 2019
ISBN: 978-3-030-15998-6
Verlag: Springer International Publishing

Buch, Englisch, 192 Seiten, HC runder Rücken kaschiert, Format (B × H): 160 mm x 241 mm, Gewicht: 500 g

Reihe: International Series in Advanced Management Studies

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.

Zielgruppe

Research

Autoren/Hrsg.

Candelo, Elena

Fachgebiete

• Mathematik | Informatik EDV | Informatik Angewandte Informatik Wirtschaftsinformatik
• Technische Wissenschaften Technik Allgemein Betriebswirtschaft für Ingenieure
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsinformatik, SAP, IT-Management
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Fertigungsindustrie Automobilindustrie
• Wirtschaftswissenschaften Betriebswirtschaft Management Forschung & Entwicklung (F&E), Innovation

Inhaltsverzeichnis

Part 1 The mechanical age: from the early years to the 1950s.- Part 2 The 1960s: towards convergence.- Part 3 The electronic and software age: a rapidly evolving landscape.- Part 4 The Digital Age: the changing face of marketing.

Über Autor(innen)

Elena Candelo, PhD, is Associate Professor of Strategic Management at the University of Turin, Italy, where she currently serves as Director of the MBA International Executive programme in partnership with Fiat Chrysler Automobile. During her career, she has coordinated several research projects and seminars on the automotive industry. Her topics of research concern strategic marketing, innovation management, and the automotive industry. She teaches Corporate Strategy and Marketing, and is the author of many international publications.