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Published in: Marketing Review St. Gallen 5/2015

01-10-2015 | Schwerpunkt

Fragmentierung von Marketingeinheiten — Mehr Effektivität und Effizienz durch Alignment

Authors: Prof. Dr. Björn S. Ivens, Prof. Dr. Catherine Pardo

Published in: Marketing Review St. Gallen | Issue 5/2015

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Auszug

Marketingprozesse werden von innerbetrieblichen Einheiten, teils in Zusammenarbeit mit externen Dienstleistern, verantwortet. Um auf höhere Spezialisierungsanforderungen zu reagieren und sich auf den Wandel in Zielmärkten einzustellen, haben viele Unternehmen neue innerbetriebliche Einheiten geschaffen. Diese neuen Einheiten müssen in die bestehende Organisation eingebunden werden, um eine Fragmentierung der internen Marketinglandschaft zu vermeiden. …

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Metadata
Title
Fragmentierung von Marketingeinheiten — Mehr Effektivität und Effizienz durch Alignment
Authors
Prof. Dr. Björn S. Ivens
Prof. Dr. Catherine Pardo
Publication date
01-10-2015
Publisher
Springer Fachmedien Wiesbaden
Published in
Marketing Review St. Gallen / Issue 5/2015
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1007/s11621-015-0566-9

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