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Marketing innovations in the automot...

Candelo, Elena.

Marketing innovations in the automotive industrymeeting the challenges of the digital age /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Marketing innovations in the automotive industryby Elena Candelo.
其他題名:	meeting the challenges of the digital age /
作者:	Candelo, Elena.
出版者:	Cham :Springer International Publishing :2019.
面頁冊數:	xxv, 192 p. :ill. (some col.), digital ;24 cm.
Contained By:	Springer eBooks
標題:	AutomobilesMarketing.
電子資源:	https://doi.org/10.1007/978-3-030-15999-3
ISBN:	9783030159993$q(electronic bk.)

Marketing innovations in the automotive industrymeeting the challenges of the digital age /
Candelo, Elena.

Marketing innovations in the automotive industrymeeting the challenges of the digital age /[electronic resource] :by Elena Candelo. - Cham :Springer International Publishing :2019. - xxv, 192 p. :ill. (some col.), digital ;24 cm. - International series in advanced management studies,2366-8814. - International series in advanced management studies..

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.

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.

ISBN: 9783030159993$q(electronic bk.)

Standard No.: 10.1007/978-3-030-15999-3doiSubjects--Topical Terms:

836027
Automobiles
--Marketing.

LC Class. No.: HD9710.A2

Dewey Class. No.: 338.47629222

Marketing innovations in the automotive industrymeeting the challenges of the digital age /
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