Marketing Innovations in the Automotive Industry: Meeting the Challenges of the Digital Age (International Series in Advanced Management Studies)

"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."-- Provided by publisher Front Matter ....Pages i-xxv Front Matter ....Pages 1-1 The Pioneers: Racing as the Main Sales Promotion Tool (Elena Candelo)....Pages 3-8 The First Paradigm: Mass Production and Mass Marketing (Elena Candelo)....Pages 9-16 The Metamorphosis of the Automotive Market (Elena Candelo)....Pages 17-23 The 1930s: Europe Behind in Marketing Strategies (Elena Candelo)....Pages 25-31 Front Matter ....Pages 33-33 Back from the Brink: Europe’s Surprisingly Strong Recovery (Elena Candelo)....Pages 35-39 The “Golden Age” in the U.S.: From a Class-Based Market to a Personal One (Elena Candelo)....Pages 41-44 Lessons from the Japanese: The Third Paradigm (Elena Candelo)....Pages 45-49 The Dawn of Globalisation (Elena Candelo)....Pages 51-54 The Secrets of Success (Elena Candelo)....Pages 55-58 Marketing Science: The Beginnings (Elena Candelo)....Pages 59-65 Marketing Progress: A Never-Ending Story (Elena Candelo)....Pages 67-78 Front Matter ....Pages 79-79 The First Oil Shock: A Turning Point in Production and Marketing (Elena Candelo)....Pages 81-93 Mass Customization: Another Marketing Breakthrough (Elena Candelo)....Pages 95-103 Braced for a New Model of Creating Value (Elena Candelo)....Pages 105-113 Front Matter ....Pages 115-115 Is Disruption Taking Apart the Carmakers’ World? (Elena Candelo)....Pages 117-129 How Platforms are Reshaping Automotive Marketing Management (Elena Candelo)....Pages 131-140 Digital Technologies are Rewriting the Old Rules of Marketing (Elena Candelo)....Pages 141-154 Innovation and Digital Transformation in the Automotive Industry (Elena Candelo)....Pages 155-173 Towards the 2030s: Unusual Times Call for Unusual Strategies (Elena Candelo)....Pages 175-192