Name: Hurdle Race Marketing: The Enlightenment - the Disillusionment - the Breakthrough (en Inglés)
SKU: 57499881
Price: 37060.00 CLP
Availability: InStock
Author: Klaus Backhaus
ISBN: 9783658140861

portada Hurdle Race Marketing: The Enlightenment - the Disillusionment - the Breakthrough (en Inglés)

Hurdle Race Marketing: The Enlightenment - the Disillusionment - the Breakthrough (en Inglés)

Formato

Libro Físico

Editorial

Springer Gabler

Autor

Klaus Backhaus

Idioma

Inglés

N° páginas

Encuadernación

Tapa Blanda

ISBN13

9783658140861

N° edición

Hurdle Race Marketing: The Enlightenment - the Disillusionment - the Breakthrough (en Inglés)

Klaus Backhaus (Autor) · Springer Gabler · Tapa Blanda

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Reseña del libro "Hurdle Race Marketing: The Enlightenment - the Disillusionment - the Breakthrough (en Inglés)"

In an amusing way Klaus Backhaus endeavours to explain how much of what is sold in practice under the guise of a pronounced market orientation is nothing more than the telling of a fairy tale. And so the story takes its course. Despite a perceived market orientation the German engineering company "Deutsche Maschinenbau AG" is losing its market share. But instead of joining forces to systematically hunt down and identify the causes of these losses, all those involved become entangled in a mutual blame game. Not until the Marketing Manager has his say, does the tide seem to turn. Nevertheless, when it comes to putting things into practice, it soon becomes clear that the devil is in the details. Following an initial enlightenment and a subsequent disillusionment phase, the breakthrough finally comes when the CEO decides to make the cause his own, demanding that market orientation must become a daily common practice and a personally lived reality. After all, marketing is more than the existence of a marketing department. It is a lived shared value orientation and thus relevant for every single employee on the company payroll. Only those who are prepared to live this are in a position to act in keeping with the needs and conditions of the market.