@inbook{bb56b68a4d5f4492bdd23ba5dba509fc,
title = "An Empirical Study on the Role of CRM and Big Data in the Automotive Industry",
abstract = "The present study analyzes the recent digital transformation that affected the automotive industry, characterized by an increasing use of big data and customer relationship management (CRM) systems. To understand how automotive firms integrate CRM tools and big data in their marketing strategies, we conducted a multiple-case study by collecting 13 interviews with key informants operating in eight leading automotive firms. Findings suggest new relational approaches and opportunities deriving from the use of big data analytics and CRM under an overall customer-oriented approach, leading to the development of a digital culture.",
keywords = "CRM, automotive, big data, digital marketing, digital transformation, CRM, automotive, big data, digital marketing, digital transformation",
author = "Lala Hu and Angela Basiglio",
year = "2023",
doi = "10.1007/978-3-031-31836-8_14",
language = "English",
isbn = "978-3-031-31835-1",
series = "SPRINGER PROCEEDINGS IN BUSINESS AND ECONOMICS",
pages = "105--112",
editor = "FJ Mart{\'i}nez-L{\'o}pez",
booktitle = "Advances in Digital Marketing and eCommerce. Fourth International Conference, 2023",
}