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The narrative humorously critiques the disparity between perceived market orientation and actual practices within a German engineering company facing declining market share. As internal conflicts arise, a pivotal moment occurs when the Marketing Manager advocates for a shared commitment to market orientation. The CEO's determination to embed this philosophy into the company's culture highlights that effective marketing transcends departmental boundaries and requires engagement from all employees. Ultimately, success hinges on collective accountability and a genuine alignment with market needs.
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Hurdle Race Marketing, Klaus Backhaus
- Language
- Released
- 2016
- product-detail.submit-box.info.binding
- (Paperback)
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