Marketingmanagement: Building and Running the Business - Mit Marketing Unternehmen tr

Marketing is changing, and at an impressive pace. It is essential to respond to customer needs not only on an operational level but also on a strategic level, making the company agile and dynamic. With technological advancements enabling customer interactions almost in real-time, marketing has also gained new tools and opportunities to better master its core tasks. In this context, data has become increasingly important, as has the ethical handling of it. Based on a holistic understanding of marketing, this book illustrates how marketing can make a crucial contribution to the transformation towards a customer-centric organizational structure. Table of contents: Fundamentals of Marketing (Development, Terms, Market Research); proven frameworks for realizing new business ideas (Building the Business) and for optimizing ongoing operations (Running the Business); practical cases.