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Marketing Centricity in der Praxis

In: Marketing-Centricity im B2B-Mittelstand

Author

Listed:
  • Torben Fangmann

Abstract

Zusammenfassung Marketing Centricity als Begriff und konkretes Modell feiert mit diesem Buch zwar seine Premiere, doch entspringen alle Ausprägungen und Empfehlungen konkreten Praxiserfahrungen aus dem B2B-Mittelstand. Entsprechend werden einige Use Cases von Unternehmen aufgeführt, die zentrale Bausteine von Marketing Centricity bereits erfolgreich in ihrer Praxis anwenden. Viele dieser Use Cases dienten als Inspiration in der methodischen Auseinandersetzung mit Marketing Centricity. Ausgewählte Akteure aus der Praxis des B2B-Mittelstands haben sich darüber hinaus bereit erklärt, ihre Use Cases in diesem Kontext zu veröffentlichen, um einen besonders praxisorientierten Blick auf einzelne Komponenten von Marketing Centricity zu bieten. Los gehts.

Suggested Citation

  • Torben Fangmann, 2025. "Marketing Centricity in der Praxis," Springer Books, in: Marketing-Centricity im B2B-Mittelstand, chapter 0, pages 95-165, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-48868-0_3
    DOI: 10.1007/978-3-658-48868-0_3
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