Marketing Innovations in the Automotive Industry Meeting the Challenges of the Digital Age /

• Main Author: Candelo, Elena (Author, http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2019.
• Edition: 1st ed. 2019.
• Series: International Series in Advanced Management Studies,
• Subjects: Automobile industry and trade.; Marketing.; Management.; Industrial management.; Information technology.; Business-Data processing.; Engineering economics.; Engineering economy.; Automotive Industry.; Innovation/Technology Management.; IT in Business.; Engineering Economics, Organization, Logistics, 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 e...