Marketing Innovations in the Automotive Industry

1. Front Matter

   Pages i-xxv

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2. The Mechanical Age: From the Early Years to the 1950s

   1. Front Matter

      Pages 1-1

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   2. The Pioneers: Racing as the Main Sales Promotion Tool

      • Elena Candelo

      Pages 3-8

   3. The First Paradigm: Mass Production and Mass Marketing

      • Elena Candelo

      Pages 9-16

   4. The Metamorphosis of the Automotive Market

      • Elena Candelo

      Pages 17-23

   5. The 1930s: Europe Behind in Marketing Strategies

      • Elena Candelo

      Pages 25-31

3. The 1960s: Towards Convergence

   1. Front Matter

      Pages 33-33

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   2. Back from the Brink: Europe’s Surprisingly Strong Recovery

      • Elena Candelo

      Pages 35-39

   3. The “Golden Age” in the U.S.: From a Class-Based Market to a Personal One

      • Elena Candelo

      Pages 41-44

   4. Lessons from the Japanese: The Third Paradigm

      • Elena Candelo

      Pages 45-49

   5. The Dawn of Globalisation

      • Elena Candelo

      Pages 51-54

   6. The Secrets of Success

      • Elena Candelo

      Pages 55-58

   7. Marketing Science: The Beginnings

      • Elena Candelo

      Pages 59-65

   8. Marketing Progress: A Never-Ending Story

      • Elena Candelo

      Pages 67-78

4. The Electronic and Software Age: A Rapidly Evolving Landscape

   1. Front Matter

      Pages 79-79

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   2. The First Oil Shock: A Turning Point in Production and Marketing

      • Elena Candelo

      Pages 81-93

   3. Mass Customization: Another Marketing Breakthrough

      • Elena Candelo

      Pages 95-103

   4. Braced for a New Model of Creating Value

      • Elena Candelo

      Pages 105-113

5. The Digital Age: The Changing Face of Marketing

   1. Front Matter

      Pages 115-115

      PDF

   2. Is Disruption Taking Apart the Carmakers’ World?

      • Elena Candelo

      Pages 117-129

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.

• Automotive industry
• Car industry
• Marketing strategy evolution
• Innovation management
• Digital innovation
• Innovation in the automotive industry
• Car industry evolution
• Car manufacturers
• Automotive market
• Automotive marketing management
• Engineering Economics

• Department of Management, University of Turin, Turin, Italy

  Elena Candelo

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.

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