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B2B-Marketing
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Dieses Buch bringt den aktuellen Erfahrungs- und Wissenstand im B2B-Marketing auf den Punkt. Anhand von aktuellen Beispielen aus der Industrie erfhrt der Leser, wie man es im konservativen Umfeld der Industrie schafft, Marketing und dessen Stellenwert auf eine neue, fr den nachhaltigen Unternehmenserfolg entscheidende Ebene zu heben. Anhand des Marketing-Reifegrad-Modells des Autors wird erklrt, wie ein Industriegter-Marketing-Manager die Entwicklung seines Marketing-Teams proaktiv gestalten kann. So wird es mglich, die Marketingabteilung ungeachtet ihrer Gre und ihres Budgets vom unbeachteten, oftmals belchelten Kostentreiber hin zu einem im Unternehmen strategisch positionierten, in alle wichtigen Entscheidungen eingebundenen, wesentlichen Treiber fr Umsatz und Vertriebserfolg zu entwickeln.
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