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Books > Business & Economics > Business & management > Management & management techniques > Project management
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Hurdle Race Marketing - The Enlightenment - The Disillusionment - The Breakthrough (Paperback, Softcover reprint of the original 1st ed. 2013)
Loot Price: R711
Discovery Miles 7 110
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Hurdle Race Marketing - The Enlightenment - The Disillusionment - The Breakthrough (Paperback, Softcover reprint of the original 1st ed. 2013)
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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.
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