search query: @freeterm UNTERNEHMENSANPASSUNG / total: 51
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| Author: | Leemon, D. O. |
| Title: | Marketing's core role in strategic reengineering |
| Journal: | Planning Review
1995 : MAR-APR, VOL. 23:2, p. 8-13,46 |
| Index terms: | |
| Freeterms: | UNTERNEHMENSSTRATEGIE, MARKETINGSTRATEGIE, ORGANISATIONSWANDEL, UNTERNEHMENSANPASSUNG |
| Language: | eng |
| Abstract: | Leading edge corporations in a variety of industries are discovering the advantages of using their strategic marketing initiatives to direct their reengineering efforts. The marketing function, with its unique perspective on customers, products, and competitors, should take the lead in defining marketing opportunities and rallying the whole organization to support them. When all the functions of an organization are willing to accept new marketing opportunities as common goals, then reengineering, usually a painful process , can become a legitimate means of attaining them. |
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