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Mythen und Metaphern des Marketing – Anspruch und Wirklichkeit der marktorientierten Unternehmensführung

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  • Bruhn, Manfred
  • Meffert, Heribert
  • Kirchgeorg, Manfred

Abstract

Marketing has become accepted and proven in science and practice over the last decades. Many principles of marketing have become self-evident, but have led to a lot of generalizations and simplified thought patterns. This article examines selected myths and metaphors in marketing. These relate to topics such as the philosophy of marketing, creating innovation success, generating strategic competitive advantage, explaining buying behavior, and creating brands. It is also made clear that in the future, marketing will increasingly have the role of being the initiator of change processes.

Suggested Citation

  • Bruhn, Manfred & Meffert, Heribert & Kirchgeorg, Manfred, 2021. "Mythen und Metaphern des Marketing – Anspruch und Wirklichkeit der marktorientierten Unternehmensführung," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 75(2), pages 292-302.
    • Handle: RePEc:nms:untern:10.5771/0042-059x-2021-2-292
    DOI: 10.5771/0042-059X-2021-2-292
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