Overview
- Helps in adopting marketing practices in B2B and in the electronics industry
- Offers deep-dives into design and implementation of digital marketing campaigns
- Features perspectives from the management team of a world leading semiconductor company
Part of the book series: Management for Professionals (MANAGPROF)
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Table of contents (13 chapters)
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Front Matter
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Understanding Digital Marketing in the Automotive Semiconductor Industry
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Front Matter
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Deep Dives into Organizational Design, Strategy and Operations as Well as Target Model Implementation
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Front Matter
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Configuring Campaigns and Optimizing Digital Customer Engagement as Well as Insights from Academia and Other Industries
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Front Matter
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Keywords
About this book
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.
Editors and Affiliations
About the editors
Uli holds a Bachelor's degree in Mechanical Engineering, a Diploma in Industrial Engineering, and a PhD in Business Innovation. He attended several universities, including TU Darmstadt, Ecole Polytechnique, and the University of St.Gallen.
Jürgen Hoika is the Vice President of distribution and digital marketing for Infineon’s Automotive division. Juergen has started at Siemens Semiconductors as a quality manager for memory products in 1997 moving to several positions in system marketing, product marketing, program management, system engineering and sales for semiconductor products like microcontrollers, memory products and power semiconductors for the automotive and industrial markets. He is holding a diploma in electrical engineering of the university of Aachen (RWTH Aachen).
He is currently shaping and driving the digital transformation of sales and marketing within the Automotive division.
Bibliographic Information
Book Title: Digital Marketing in the Automotive Electronics Industry
Book Subtitle: Redefining Customer Experience through Digital Customer Engagement
Editors: Uli Schneider, Jürgen Hoika
Series Title: Management for Professionals
DOI: https://doi.org/10.1007/978-3-031-30720-1
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2023
Hardcover ISBN: 978-3-031-30719-5Published: 10 June 2023
eBook ISBN: 978-3-031-30720-1Published: 08 June 2023
Series ISSN: 2192-8096
Series E-ISSN: 2192-810X
Edition Number: 1
Number of Pages: IX, 251
Number of Illustrations: 53 b/w illustrations, 15 illustrations in colour
Topics: Online Marketing/Social Media, Automotive Industry, IT in Business