Hurdle Race Marketing The Enlightenment - The Disillusionment - The Breakthrough /

• Main Author: Backhaus, Klaus (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2013.
• Subjects: Business.; Management science.; Marketing.; Project management.; Business and Management.; Business and Management, general.; Project Management.

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 “D...

Table of Contents:

• The Enlightenment
• The Disillusionment
• The Breakthrough.