Hurdle Race Marketing : The Enlightenment - the Disillusionment - the Breakthrough （2013）

Backhaus, Klaus/ Krings, Karen (ILT)/ West, Dianne (TRN)

Springer Gabler（2013/06発売）

• 製本 Hardcover:ハードカバー版／ページ数 72 p.
• 言語 ENG
• 商品コード 9783658024437
• DDC分類 658.802

Full Description

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. Despite a perceived market orientation the German engineering company "Deutsche Maschinenbau AG" is losing its market share.