haku: @indexterm management roles / yhteensä: 167
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| Tekijä: | Volk, H. |
| Otsikko: | New Marketing als ganzheitliche Unternehmensaufgabe = New Marketing as a global managerial task |
| Lehti: | Zeitschrift Führung + Organisation
1990 : JUL-AUG, VOL. 59:4, p. 265-269 |
| Asiasana: | MARKETING MANAGEMENT ROLES TASK PERFORMANCE MARKETS COMPETITION CONSUMER SATISFACTION |
| Kieli: | ger |
| Tiivistelmä: | For some years now it has been recognized that a more tightly-knit approach to marketing is called for. Leading enterprises in Europe have also introduced this concept of "new marketing" with impressive results in markets which are becoming ever narrower and more competitive. In the article, the author describes this new approach, its challenges, the necessary framework and its impact on day-to-day corporate activities in general and market-oriented operations in particular. The aim of the new thinking and activity is first of all to be closer to the buyer or consumer. |
SCIMA