Marketing Innovations in the Automotive Industry International Series in Advanced Management Studies 1st Edition by Candelo ISBN 3030159981 978-3030159986

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Product details:

ISBN 10:  3030159981 
ISBN 13: 978-3030159986
Author: Candelo 

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.

Marketing Innovations in the Automotive Industry (International Series in Advanced Management Studies) 1st Table of contents:

Part I. The Mechanical Age: From the Early Years to the 1950s

1. The Pioneers: Racing as the Main Sales Promotion Tool

2. The First Paradigm: Mass Production and Mass Marketing

3. The Metamorphosis of the Automotive Market

4. The 1930s: Europe Behind in Marketing Strategies

Part II. The 1960s: Towards Convergence

5. Back from the Brink: Europe’s Surprisingly Strong Recovery

6. The “Golden Age” in the U.S.: From a Class-Based Market to a Personal One

7. Lessons from the Japanese: The Third Paradigm

8. The Dawn of Globalisation

9. The Secrets of Success

10. Marketing Science: The Beginnings

11. Marketing Progress: A Never-Ending Story

Part III. The Electronic and Software Age: A Rapidly Evolving Landscape

12. The First Oil Shock: A Turning Point in Production and Marketing

13. Mass Customization: Another Marketing Breakthrough

14. Braced for a New Model of Creating Value

Part IV. The Digital Age: The Changing Face of Marketing

15. Is Disruption Taking Apart the Carmakers’ World?

16. How Platforms are Reshaping Automotive Marketing Management

17. Digital Technologies are Rewriting the Old Rules of Marketing

18. Innovation and Digital Transformation in the Automotive Industry

19. Towards the 2030s: Unusual Times Call for Unusual Strategies

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