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.
Inhaltsverzeichnis
PART 1: Understanding Digital Marketing in the Automotive Semiconductor Industry. - Chapter 1. Opportunities of and Necessities for a Digital Transformation in Sales and Marketing in a Leading Electronics Company. - Chapter 2. Digital Customer Engagement in the Automotive Semiconductor Industry: Leveraging Continuous Disruption. - Chapter 3. The key role of disruptive digital marketing approaches in the automotive electronics market. - Chapter 4. Overcoming Barriers to Digital Marketing in the Automotive Electronics Industry Through Ambidexterity Design Guidelines. - PART 2: Deep Dives into Organizational Design, Strategy and Operation as well as Target Model implementation. - Chapter 5. A practical guide to setting and achieving digital marketing goals following a plan-do-check-act approach. - Chapter 6. The importance of a focused and standardized operating model in managing Digital Customer Engagement. - Chapter 7. A framework for orchestrating higher-level processes for successful digital customer engagement A plaidoyer for a digital marketing cortex. - PART 3: Configuring Campaigns and Optimizing digital customer engagement as well as and insights from academia and other industries. - Chapter 8. Designing Campaigns and Optimizing Campaign Performance The ingredients of campaign excellence. - Chapter 9. Meaningful Marketing Content for Automotive Customer: A process guide for modular, buyer persona centric and channel optimized content creation. - Chapter 10. In Pursuit of a Scalable Channel Optimization in B2B. - Chapter 11. Advancing from a scalable marketing approach into a digital self-service sphere. - Chapter 12. Separating the useful from the harmful: How the core competence of filtration drives digital marketing transformation. - Chapter 13. Enhancing the Customer Journey with Digital Self-services.
