Marketing Innovations in the Automotive Industry: Meeting the Challenges of the Digital Age
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cham
Springer
[2019]
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| Schriftenreihe: | International Series in Advanced Management Studies
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xxv, 192 Seiten Illustrationen |
| ISBN: | 9783030159986 |
| ISSN: | 2366-8822 |
Internformat
MARC
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| 100 | 1 | |a Candelo, Elena |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing Innovations in the Automotive Industry |b Meeting the Challenges of the Digital Age |c Elena Candelo |
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| 490 | 0 | |a International Series in Advanced Management Studies |x 2366-8822 | |
| 650 | 4 | |a Automotive Industry | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Innovation/Technology Management | |
| 650 | 4 | |a IT in Business | |
| 650 | 4 | |a Engineering Economics, Organization, Logistics, Marketing | |
| 650 | 4 | |a Automobile industry and trade | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Management | |
| 650 | 4 | |a Information technology | |
| 650 | 4 | |a Engineering economy | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents Part I The Mechanical Age: From the Early Years to the 1950s 1 The Pioneers: Racing as the Main Sales Promotion Tool............... 1 Invented in Europe............................................................................. 2 The U.S. Leads the Way................................................................... 3 Dominant Design and Clusters.......................................................... References.................................................................................................... 3 3 5 6 7 2 The First Paradigm: Mass Production and Mass Marketing........ 1 The Right Target................................................................................. 2 The Right Product............................................................................... 3 New Technologies............................................................................... 4 Motivated People................................................................................. 5 Affordable Prices for the Masses..................................................... 6 “Genius” in Marketing........................................................................ 7 Direct Distribution Was Abandoned................................................. 8 Advertising and Sales Promotion...................................................... 9 Complacency........................................................................................ 10 The Paradigm Concept........................................................................
References....................................................................................................... 9 10 10 11 11 12 12 12 13 14 14 15 3 The Metamorphosis of the Automotive Market.................................. 1 GM: A New Marketing Concept..................................................... 2 The Watershed: Towards the “Mass Class Market”....................... 3 “Car for Every Purse and Purpose”................................................... 4 The Second Paradigm: Multi-Product Mass Marketing................... References....................................................................................................... 17 18 20 22 23 23 4 The 1930s: Europe Behind in Marketing Strategies......................... 1 Object of Pleasure Rather than of Utility.......................................... 2 Still Far from a Marketing Approach............................................... 25 26 27 XXI
Contents xxii 3 1920s-1930s: A New Beginning...................................................... 4 New Pathways Were Explored........................................................... References..................................................................................................... Part II 28 29 31 The 1960s: Towards Convergence 5 Back from the Brink: Europe’s SurprisinglyStrong Recovery .... 1 National Identity in Marketing........................................................... 2 Strong Differences in Marketing Strategies...................................... References.................................................................................................... 35 36 37 39 6 The “Golden Age” in the U.S.: From a Class-Based Market to a Personal One.................................................................................... 1 Importance of Design: “Form Ahead of Function”.......................... 2 Segmentation by Size......................................................................... 3 Traditional Marketing Strategies Died............................................... References.................................................................................................... 41 42 43 44 44 7 Lessons from the Japanese: The ThirdParadigm................................ 1 Door-to-Door Sales Replaced............................................................. 2 Strong Impact on Marketing Strategies............................................. 3 Lean Production: The Third Paradigm............................................. 4
Greater Variety of Models.................................................................. References.................................................................................................... 45 46 46 47 48 49 8 The Dawn of Globalisation...................................................................... 1 Product Proliferation: The First Waves............................................. 2 New Rules of Distribution in Europe............................................... 3 Same Industry Structure, Same Strategies........................................ References.................................................................................................... 51 51 52 53 54 9 The Secrets of Success............................................................................... 1 Profit Through Volume...................................................................... 2 Entrepreneurial Vision........................................................................ 3 Vertical System.................................................................................... 4 First Movers and Entry Barriers........................................................ 5 The Competitor’s Option.................................................................... 6 Managing Change............................................................................... References.................................................................................................... 55 56 56 56 57 57 58 58 10 Marketing Science: The
Beginnings...................................................... 1 The Origins of Marketing Science................................................... 2 “Think Small”: A Breakthrough in Advertising.............................. 3 Motivation Research on the Rise...................................................... 59 60 61 61
Contents 11 4 Conjoint Analysis.............................................................................. 5 Advertising Effectiveness.................................................................. References................................................................................................... 62 63 65 Marketing Progress: A Never-Ending Story....................................... 1 Sloan’s ‘My Years with GM’........................................................... 2 Levitt’s “Marketing Myopia”........................................................... 3 Ansoff’s Product/Market Matrix....................................................... 4 Borden’s Marketing Mix Concept..................................................... 5 Andrews’ SWOT Analysis................................................................ 6 The “Learning Curve”....................................................................... 7 The Rise and Fall of Portfolio Management.................................. 8 Towards a Big Shift in the Use of Data......................................... References................................................................................................... 67 68 69 70 70 71 72 73 75 77 Part III 12 xxiii The Electronic and Software Age: A Rapidly Evolving Landscape The First Oil Shock: A Turning Point in Production and Marketing.......................................................................................... 1 The Big Three Lost Their Market Share......................................... 2 “Listen to the Voice of the
Customers”........................................... 3 Western Europe: Two Lasting Effects on Competition.................. 4 Trade Wars: The Rise of the Japanese “Premium Brand”.............. 5 The World Car’s Lack of Success.................................................. 6 New Models of Segmentation............................................................ 7 The Risks of a Proliferation of Product Lines................................ 8 Organisational Buying Behaviour at the Forefront......................... References................................................................................................... 81 82 83 84 85 86 86 89 91 92 13 Mass Customization: Another Marketing Breakthrough.................. 1 Three Main Factors of Change......................................................... 2 The Shift Towards Mass Customization......................................... 3 Understanding People and Cars....................................................... References................................................................................................... 95 95 97 102 і 03 14 Braced for a New Model of Creating Value....................................... 1 Reality Has Started to Bite................................................................ 2 The Shift Toward “Downstream”..................................................... 3 Standing up to the Winds of Change.............................................. 4 In Search of the Winning Formula.................................................. 5 Identifying Benchmark
Competitors................................................ References................................................................................................... 105 106 108 108 110 111 112
Contents XXIV Part IV 15 16 17 18 The Digital Age: The Changing Face of Marketing Is Disruption Taking Apart the Carmakers’World?........................ 1 The Forerunner.................................................................................... 2 Sources of Disruption......................................................................... 3 Predicting Disruption........................................................................... 4 What Do Disrupters in the Automotive Industry Have in Common?......................................................................................... 5 Identifying the Right Moment........................................................... 6 How to Manage Disruption............................................................... References.................................................................................................... How Platforms are Reshaping AutomotiveMarketing Management................................................................................................ 1 The Day of Reckoning......................................................................... 2 A New Way to Think About Marketing.......................................... 3 Digital Technology Pervades Management Practices..................... 4 The Rise of the Platform.................................................................... 5 Deconstructing the Value Chain........................................................ 6 The Power of Network Effects........................................................... 7 The Road Ahead in the Car
Industry Looks Bumpy..................... 8 Reasons for a Late Response............................................................. References.................................................................................................... Digital Technologies are Rewriting the Old Rules of Marketing................................................................................................ 1 Marketing in the Time of Automakers’ Vulnerability..................... 2 A Change of Tune in Marketing Research ...................................... 3 A Break with Tradition in the Marketing Mix: From Four to Seven Ps........................................................................................... References.................................................................................................... Innovation and Digital Transformation in the Automotive Industry...................................................................................................... 1 The Digital Transformation is Accelerating and Will Leave Many Behind...................................................................................... 2 The Key Challenge is the Rate of Change........................................ 3 Unexpected Trends That Are Shaping the Car Industry................. 4 The Road Towards Autonomous Driving........................................ 5 Electric Cars: Could They Create the Biggest Disruption Since the iPhone?...............................................................................
References.................................................................................................... 117 118 118 122 124 125 126 129 131 132 133 134 135 135 137 138 138 140 141 141 144 145 154 155 155 156 159 162 166 172
Contents 19 Towards the 2030s: Unusual Times Call for Unusual Strategies ................................................................................................... 1 Know Your Customers: The Consumer Context is Changing .... 2 Know the Competition: The Competitive Environment is Changing............................................................................................ 3 Know Your Business: TheCompany Context is Changing........... 4 The Long and WindyRoad Ahead.................................................... References................................................................................................... xxv 175 176 179 183 187 192
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| any_adam_object | 1 |
| author | Candelo, Elena |
| author_facet | Candelo, Elena |
| author_role | aut |
| author_sort | Candelo, Elena |
| author_variant | e c ec |
| building | Verbundindex |
| bvnumber | BV045948197 |
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| dewey-hundreds | 300 - Social sciences |
| dewey-ones | 338 - Production |
| dewey-raw | 338.476292 |
| dewey-search | 338.476292 |
| dewey-sort | 3338.476292 |
| dewey-tens | 330 - Economics |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV045948197 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T08:31:16Z |
| institution | BVB |
| isbn | 9783030159986 |
| issn | 2366-8822 |
| language | English |
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| physical | xxv, 192 Seiten Illustrationen |
| publishDate | 2019 |
| publishDateSearch | 2019 |
| publishDateSort | 2019 |
| publisher | Springer |
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| series2 | International Series in Advanced Management Studies |
| spelling | Candelo, Elena Verfasser aut Marketing Innovations in the Automotive Industry Meeting the Challenges of the Digital Age Elena Candelo Cham Springer [2019] xxv, 192 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier International Series in Advanced Management Studies 2366-8822 Automotive Industry Marketing Innovation/Technology Management IT in Business Engineering Economics, Organization, Logistics, Marketing Automobile industry and trade Management Information technology Engineering economy Marketing (DE-588)4037589-4 gnd rswk-swf Kraftfahrzeugindustrie (DE-588)4032690-1 gnd rswk-swf Kraftfahrzeugindustrie (DE-588)4032690-1 s Marketing (DE-588)4037589-4 s DE-604 Erscheint auch als Online-Ausgabe 978-3-030-15999-3 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=031330339&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Candelo, Elena Marketing Innovations in the Automotive Industry Meeting the Challenges of the Digital Age Automotive Industry Marketing Innovation/Technology Management IT in Business Engineering Economics, Organization, Logistics, Marketing Automobile industry and trade Management Information technology Engineering economy Marketing (DE-588)4037589-4 gnd Kraftfahrzeugindustrie (DE-588)4032690-1 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4032690-1 |
| title | Marketing Innovations in the Automotive Industry Meeting the Challenges of the Digital Age |
| title_auth | Marketing Innovations in the Automotive Industry Meeting the Challenges of the Digital Age |
| title_exact_search | Marketing Innovations in the Automotive Industry Meeting the Challenges of the Digital Age |
| title_full | Marketing Innovations in the Automotive Industry Meeting the Challenges of the Digital Age Elena Candelo |
| title_fullStr | Marketing Innovations in the Automotive Industry Meeting the Challenges of the Digital Age Elena Candelo |
| title_full_unstemmed | Marketing Innovations in the Automotive Industry Meeting the Challenges of the Digital Age Elena Candelo |
| title_short | Marketing Innovations in the Automotive Industry |
| title_sort | marketing innovations in the automotive industry meeting the challenges of the digital age |
| title_sub | Meeting the Challenges of the Digital Age |
| topic | Automotive Industry Marketing Innovation/Technology Management IT in Business Engineering Economics, Organization, Logistics, Marketing Automobile industry and trade Management Information technology Engineering economy Marketing (DE-588)4037589-4 gnd Kraftfahrzeugindustrie (DE-588)4032690-1 gnd |
| topic_facet | Automotive Industry Marketing Innovation/Technology Management IT in Business Engineering Economics, Organization, Logistics, Marketing Automobile industry and trade Management Information technology Engineering economy Kraftfahrzeugindustrie |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=031330339&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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