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Opportunities of and Necessities for a Digital Transformation in Sales and Marketing in a Leading Electronics Company

In: Digital Marketing in the Automotive Electronics Industry

Author

Listed:
  • Uli Schneider

    (Infineon Technologies AG)

  • Jürgen Hoika

    (Infineon Technologies AG)

Abstract

The chapter outlines the societal challenges that require a digital transformation in sales and marketing of a leading semiconductor company and outlines the associated opportunities in this area. In the context of decarbonization and digitalization, the two defining challenges of our time, the authors describe the corporate environment, values, and contributions of Infineon Technologies to solve these challenges and discuss the resulting necessity to redefine customer engagement and enhance digitally from their perspective in order to create better and higher customer value while at the same time establishing themselves as a sustainable market leader. Finally, the authors conclude the chapter with the structure of the book.

Suggested Citation

  • Uli Schneider & Jürgen Hoika, 2023. "Opportunities of and Necessities for a Digital Transformation in Sales and Marketing in a Leading Electronics Company," Management for Professionals, in: Uli Schneider & Jürgen Hoika (ed.), Digital Marketing in the Automotive Electronics Industry, pages 3-8, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-031-30720-1_1
    DOI: 10.1007/978-3-031-30720-1_1
    as

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