Marketing Innovations in the Automotive Industry Meeting the Challe
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 th
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Elena Candelo
Marketing Innovations in the Automotive Industry Meeting the Challenges of the Digital Age
International Series in Advanced Management Studies Editor-in-Chief Alberto Pastore, Sapienza University of Rome, Rome, Italy Series Editors Giovanni Battista Dagnino, University of Catania, Catania, Italy Marco Frey, Sant’Anna School of Advanced Studies, Pisa, Italy Christian Grönroos, Hanken School of Economics, Helsinki, Finland Michael Haenlein, ESCP Europe, Paris, France Charles F. Hofacker, Florida State University, Tallahassee, FL, USA Anne Huff, Maynooth University, Maynooth, Ireland Morten Huse, BI Norwegian Business School, Oslo, Norway Gennaro Iasevoli, Lumsa University, Rome, Italy Andrea Moretti, University of Udine, Udine, Italy Fabio Musso, University of Urbino, Urbino, Italy Mustafa Ozbilgin, Brunel University London, Uxbridge, UK Paolo Stampacchia, University of Naples Federico II, Naples, Italy Luca Zanderighi, University of Milan, Milan, Italy Assistant Editor Michela Matarazzo, Marconi University, Rome, Italy
More information about this series at http://www.springer.com/series/15195
Elena Candelo
Marketing Innovations in the Automotive Industry Meeting the Challenges of the Digital Age
123
Elena Candelo Department of Management University of Turin Turin, Italy
ISSN 2366-8814 ISSN 2366-8822 (electronic) International Series in Advanced Management Studies ISBN 978-3-030-15998-6 ISBN 978-3-030-15999-3 (eBook) https://doi.org/10.1007/978-3-030-15999-3 Library of Congress Control Number: 2019934784 © Springer Nature Switzerland AG 2019 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
If you want to do something new, you have to stop doing something old Peter Drucker
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