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Warum ist Querdenken wichtig?

In: Querdenken im Marketing

Author

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  • Gerd-Inno Spindler

Abstract

Zusammenfassung Im Folgenden wird der Begriff Querdenken definiert und erläutert, was Querdenken ist. Es wird beschrieben, warum ein anderes Denken im Marketing und in anderen Unternehmensbereichen dringend notwendig ist. Die bisherigen Ansätze sind Schnee von gestern und somit morgen bereits getaut. Die Chancen, die Querdenken im Marketing ermöglicht und die negativen Folgen, wenn man sich stattdessen im Markt auf den Preis reduzieren lässt, werden veranschaulicht. Am Ende des Kapitels wird an einigen klassischen Fehlinterpretationen verdeutlicht, warum man oft aus der aktuellen Situation heraus die Zukunft falsch einschätzt.

Suggested Citation

  • Gerd-Inno Spindler, 2011. "Warum ist Querdenken wichtig?," Springer Books, in: Querdenken im Marketing, chapter 2, pages 23-41, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-6937-8_2
    DOI: 10.1007/978-3-8349-6937-8_2
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