Marketing Innovations in the Automotive Industry. Meeting the challenges of the Digital Age

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 due to the rapid pace of change and the magnitude of the potential consequences. 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. In relation to the car industry, this publication has four main objectives: 1. To retrace/run through the evolution of marketing strategies, and of the related business models of which such strategies were an integral part. 2. To identify the factors that influenced this evolution and carmakers’ responses during the various stages. 3. To situate the stages of the evolution of marketing strategies in relation to technological innovation in the industry, changes in consumer and organisational buying behaviour, and alterations to the structure of the sector. 4. To explore the likely future evolution of marketing strategies in the car industry and the main innovative factors that could impact them, forcing carmakers to create a new business model.