Management for Professionals: Redefining Customer Experience through Digital Customer Engagement

Schneider, Uli; Hoika, Jürgen

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.

Details

Published by: Springer

Publication Date: 2023-06-10

Format: Hardcover

ISBN-13: 9783031307195

DOI: 10.1007/978-3-031-30720-1

Dimensions: 235cm x155cm

Pages: 251