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001			sulb-eb0025802
003			BD-SySUS
005			20160413122546.0
007			cr nn 008mamaa
008			131224s2013 gw | s |||| 0|eng d
020			_a9783658024444 _9978-3-658-02444-4
024	7		_a10.1007/978-3-658-02444-4 _2doi
050		4	_aHF5410-5417.5
072		7	_aKJS _2bicssc
072		7	_aKJSM _2bicssc
072		7	_aBUS043000 _2bisacsh
082	0	4	_a658.8 _223
100	1		_aBackhaus, Klaus. _eauthor.
245	1	0	_aHurdle Race Marketing _h[electronic resource] : _bThe Enlightenment - The Disillusionment - The Breakthrough / _cby Klaus Backhaus.
264		1	_aWiesbaden : _bSpringer Fachmedien Wiesbaden : _bImprint: Springer Gabler, _c2013.
300			_aX, 72 p. 4 illus., 3 illus. in color. _bonline resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
505	0		_aThe Enlightenment -- The Disillusionment -- The Breakthrough.
520			_aIn 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. The author Professor Dr. Dr. h. c. Klaus Backhaus is Director of the Institute of Business-to-Business Marketing (IAS) at the University of  Muenster, Germany (Betriebswirtschaftliches Institut für Anlagen- und Systemtechnologien der Universität Münster).
650		0	_aBusiness.
650		0	_aManagement science.
650		0	_aMarketing.
650		0	_aProject management.
650	1	4	_aBusiness and Management.
650	2	4	_aMarketing.
650	2	4	_aBusiness and Management, general.
650	2	4	_aProject Management.
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9783658024437
856	4	0	_uhttp://dx.doi.org/10.1007/978-3-658-02444-4
912			_aZDB-2-SBE
942			_2Dewey Decimal Classification _ceBooks
999			_c47894 _d47894