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Marketing Innovations in the Automotive Industry

Meeting the Challenges of the Digital Age

  • Book
  • © 2019

Overview

Authors:
  1. Elena Candelo

    1. Department of Management, University of Turin, Turin, Italy

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  • Proposes the need for innovative marketing strategies within the car industry in response to the digital revolution
  • Identifies emerging challenges and choices
  • Highlights lessons from a detailed historical analysis
  • Presents many examples of technological innovation

Part of the book series: International Series in Advanced Management Studies (ISAMS)

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Table of contents (19 chapters)

  1. Front Matter

    Pages i-xxv
    Download chapter PDF

  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
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    2. Is Disruption Taking Apart the Carmakers’ World?

      • Elena Candelo
      Pages 117-129
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Keywords

About this book

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.

Authors and Affiliations

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

    Elena Candelo

About the author

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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