Marketing Innovations in the Automotive Industry

Meeting the Challenges of the Digital Age

  • Elena Candelo

Part of the International Series in Advanced Management Studies book series (ISAMS)

Table of contents

  1. Front Matter
    Pages i-xxv
  2. The Mechanical Age: From the Early Years to the 1950s

  3. The 1960s: Towards Convergence

    1. Front Matter
      Pages 33-33
    2. Elena Candelo
      Pages 51-54
    3. Elena Candelo
      Pages 55-58
    4. Elena Candelo
      Pages 59-65
    5. Elena Candelo
      Pages 67-78
  4. The Electronic and Software Age: A Rapidly Evolving Landscape

    1. Front Matter
      Pages 79-79
    2. Elena Candelo
      Pages 105-113
  5. The Digital Age: The Changing Face of Marketing

About this book


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 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. The main objectives are first, to illustrate how study of the past can help carmakers as they move forward into the unknown, and second, to identify the main choices that they will face. The central premise is that unusual times call for unusual strategies. By mining the past in order to foresee likely future developments regarding competition and marketing strategies within the car industry, the book will appeal both to researchers and to present or future managers in the automotive and other innovation-driven sectors.


Automotive industry Car industry Marketing strategy evolution Innovation management Digital innovation Innovation in the automotive industry Car industry evolution Car manufacturers Automotive market Automotive marketing management

Authors and affiliations

  • Elena Candelo
    • 1
  1. 1.Department of ManagementUniversity of TurinTurinItaly

Bibliographic information