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Status quo: B2B-Marketing im Mittelstand

In: Marketing-Centricity im B2B-Mittelstand

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  • Torben Fangmann

Abstract

Zusammenfassung Es sind herausfordernde Zeiten, in denen wir uns im B2B-Mittelstand und speziell im B2B-Marketing befinden. Eine kaum zu überblickende Vielzahl an wirtschaftlichen, ökologischen und gesellschaftlichen Entwicklungen wirkt in einem Tempo und in einer Gleichzeitigkeit auf die Unternehmen und Marketingverantwortlichen ein, dass diese kaum noch in der Lage sind, all diesen Themen und Herausforderungen angemessen zu begegnen. Das folgende erste Kapitel gibt einen Einblick in die Zusammenhänge all dieser Herausforderungen und beantwortet die zentrale Frage: Wie ist das B2B-Marketing im Mittelstand im Kontext dieser Herausforderungen aufgestellt? Los gehts.

Suggested Citation

  • Torben Fangmann, 2025. "Status quo: B2B-Marketing im Mittelstand," Springer Books, in: Marketing-Centricity im B2B-Mittelstand, chapter 0, pages 1-32, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-48868-0_1
    DOI: 10.1007/978-3-658-48868-0_1
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