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.
Dr. Uli Schneider is a Senior Director and leads the digital marketing team for Infineon Automotive. He began his career in consulting, working on restructuring and valuation projects for automotive customers. Uli joined Infineon in 2016 as an Assistant to the Automotive Board, where he spearheaded various digitalization and distribution projects. He later assumed responsibility for Infineon's digital pricing efforts.
Uli holds a Bachelor's degree in Mechanical Engineering, a Diploma in Industrial Engineering, and a PhD in Business Innovation. He attended several universities, including TU Darmstadt, Ecole Polytechnique, and the University of St.Gallen.
Jürgen Hoika is the Vice President of distribution and digital marketing for Infineon's Automotive division. Juergen has started at Siemens Semiconductors as a quality manager for memory products in 1997 moving to several positions in system marketing, product marketing, program management, system engineering and sales for semiconductor products like microcontrollers, memory products and power semiconductors for the automotive and industrial markets. He is holding a diploma in electrical engineering of the university of Aachen (RWTH Aachen).
He is currently shaping and driving the digital transformation of sales and marketing within the Automotive division.
