Abstract
The present study analyzes the recent digital transformation that\r\naffected 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.
| Lingua originale | Inglese |
|---|---|
| Titolo della pubblicazione ospite | Advances in Digital Marketing and eCommerce. Fourth International Conference, 2023 |
| Editore | Springer |
| Pagine | 105-112 |
| Numero di pagine | 8 |
| ISBN (stampa) | 978-3-031-31835-1 |
| DOI | |
| Stato di pubblicazione | Pubblicato - 2023 |
All Science Journal Classification (ASJC) codes
- Business, Management e Contabilità Generali
- Economia, Econometria e Finanza Generali
Keywords
- CRM
- automotive
- big data
- digital marketing
- digital transformation