Decentralized marketing and crowdsourcing

Marketing managers are often powerful people who try to make the right decisions and ensure the company's success on the market with the help of large, centralized organizations. But in the age of globalization and the Internet, many empirical values and rules no longer apply. In his book, Hans-Jürgen Borchardt explains in detail why marketing needs to reinvent itself. He focuses in particular on the division of tasks between marketing, sales and the often influential staff departments. Sales must emancipate itself, it must act decentrally and independently, is the main demand. The organizational form presented in the book provides an interesting model for reorganizing existing structures. The book contains numerous inspiring practical examples on the highly dynamic topics of open innovation and crowdsourcing. Borchardt believes that these are the decisive resources for the marketing success of the future. getAbstract recommends the book to all managers who are thinking about sustainable marketing in larger companies and corporations.getAbstract rating: 8Implementability: 7Innovation level: 8Style: 8

Publisher: PublicisYear of publication: 2012Pages: 188ISBN: 9783895784132