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Die neue Rolle der Marketingorganisation in volatilen Zeiten: Durch Wirksamkeit zum Business Enabler werden

In: Praxishandbuch Digitales Management

Author

Listed:
  • Jens Kröger

    (Cassini Consulting AG)

  • Stefanie Marx

    (betterbebrave GmbH)

Abstract

Zusammenfassung In volatilen und komplexen Zeiten wie den unseren fällt es Unternehmen zunehmend schwer, mit dem immer schneller werdenden Wandel Schritt zu halten. Märkte und Kundenverhalten verändern sich schneller als je zuvor. Unternehmen stehen vor der großen Herausforderung, sich stetig und rasch anzupassen, um wettbewerbsfähig zu bleiben. Viele übersehen dabei das Potenzial ihrer Marketingorganisation, den langfristigen Unternehmenserfolg zu sichern und zu steigern. Marketing kann auf verschiedenen Ebenen Wirkung entfalten und so das Unternehmen unterstützen, dynamikrobuster und erfolgreicher zu werden. Durch die gezielte Gestaltung der Bereiche Kundenbeziehung, Innovation und Organisation wird Marketing zum zentralen Business Enabler in der Gesamtorganisation.

Suggested Citation

  • Jens Kröger & Stefanie Marx, 2026. "Die neue Rolle der Marketingorganisation in volatilen Zeiten: Durch Wirksamkeit zum Business Enabler werden," Springer Books, in: Stefan Detscher & Michael Hepp (ed.), Praxishandbuch Digitales Management, pages 47-67, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49614-2_59
    DOI: 10.1007/978-3-658-49614-2_59
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