Corporations must contend with ongoing change: established brands are losing market share, and rapid digital developments are boosting internal complexity while also enhancing transparency for customers. This textbook examines marketing and sales as equally important domains which must be managed as an integrated unit not least because of their great impact on other parts of the company.

Autorentext

Andrea Grote, Addways, FOM Hochschule Düsseldorf, Hochschule Ostwestfalen-Lippe