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The book complements the current body of knowledge in business-to-business marketing with the experience of many professionals ranging from marketers to top management of a leading automotive semiconductor supplier worldwide. It presents unique and adaptable practical concepts, case studies, and tested models from practice. The book operationalizes the theory of approaches such as omni-channel marketing, and target driven performance marketing into practical and actionable approaches in large B2B companies in automotive sectors. The change management nature of the digital transformation of marketing is a common thread throughout the book and the experience of more than 10 practitioners, allowing readers to relate the content directly to their own business reality.

Telemarketing. --- Internet marketing. --- Automobile industry and trade. --- Business information services. --- Digital Marketing. --- Automotive Industry. --- IT in Business. --- Business --- Business enterprises --- Information services --- Automotive industry --- Motor vehicle industry --- Online marketing --- Web marketing --- World Wide Web marketing --- Electronic commerce --- Marketing --- Electronic marketing --- Telephone marketing --- Direct marketing --- Telematics --- Telephone selling