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| Author: | Jagersma, P. K. Sanders, T. |
| Title: | Marketing and the European leasing industry (Verkaufsstrategie) |
| Journal: | Internationaal Ondernemen
1996 : SEP, VOL. 1:1, p. 47-57 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE, LEASING, PREISPOLITIK, PRODUKTPOLITIK, FINANZIERUNGSGESELLSCHAFT |
| Language: | eng |
| Abstract: | To meet the demands of the new and more complex environment, leasing companies will have to make the transition from the second to the third or preferably the fourth era of marketing. They have to use the old tools, the traditional 4P's of the marketing-mix, in a new way and start to use the new ones. They will have to rethink their objectives, redevelop marketing strategies, redesign the process of marketing and recreate their marketing approach. This represents a profound change that must be driven by CEO's as well as their marketing executives. |
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