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| Author: | Diller, H. Saatkamp, J. |
| Title: | Schwachstellen in Marketingprozessen. Ergebnisse einer explorativen Reengineering-Metaanalyse. |
| Journal: | Marketing: Zeitschrift für Forschung und Praxis
2002 : VOL. 24:4, p. 239-252 |
| Index terms: | MARKETING GERMANY PRODUCTION CONSUMER GOODS |
| Language: | ger |
| Abstract: | This paper detects the most common weaknesses within the marketing of German producers of consumer and capital goods based upon a content analysis of 34 reengineering projects with a total of 116 newly organized marketing processes. The aim is to reveal those problems marketers are "struggling" with at the moment, which may be interpreted also as urgent topics for marketing science. In addition, the analysis represents a contribution to a process-oriented marketing theory that is still in its infancy although the (process-related) marketing reengineering already has ten years of experience. The paper provides a substantial list of references on this subject. |
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