Strategisches Marketing: Ein wettbewerbsorientierter Ansatz

The latest global economic crisis has shown that when corporate policy is primarily geared towards financial goals, it may violate the ?going concern= principle & instead, corporate management should focus on strategic marketing. In contrast to short-term operational management principles, the aim of strategic marketing management is to build up lasting competitive advantages for companies and their business areas. In order to establish such advantages, companies first need to define the ma...