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Leadership im Marketing
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Marketing wird zunehmend weniger als Fhrungsphilosophie verstanden. Um die Erfolgs- und Praxisrelevanz einer strategischen und integrativen Kunden- und Marktorientierung im Innen- und Auenverhltnis eines Unternehmens offen zu legen, werden in diesem essential sechs strategische Leitprinzipien als Bausteine eines Leadership-Ansatzes im Marketing herausgearbeitet und vorgestellt. Diese Leitprinzipien werden als Erfolgstreiber auf dem Weg zu einer fhrenden Markt- und Wettbewerbsposition als unabdingbar erachtet.
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