Marketing against the current
BOOK TIP Under the motto "Mistrust trends and experts - find your own way!", marketing expert Christian Belz presents new approaches from the world of marketing in his book. In doing so, he demystifies many a marketing buzzword.Marketing experts are not to be trusted - says marketing expert Christian Belz. But anyone who expects his book to be a broadside against the entire guild is wrong. It is mainly the cheapest methods and commonplaces that Belz takes issue with. He contrasts this with his "thinking places" - insights that he has gained in the course of his 20-year professorship and that he now wants to share with all practitioners. It's about trends, strategies, innovations, opportunities, differentiation, communication and, of course, the customer.That Belz brings many a marketing buzzword back down to earth is thankful. At the same time, the text repeatedly drifts away from solid tips into the realm of the feuilletonistic. This is undoubtedly very pleasant to read, and many passages are met with a benevolent nod. On the other hand, one searches in vain for concepts that can be implemented directly, but that is not the author's point - he wants to stimulate fundamental thinking. getAbstract recommends the book to all marketing specialists who want to cut off old braids and weave their own.getAbstract rating: 7Feasibility: 5Degree of innovation: 8Style: 8
Publisher: Schäffer-PoeschelPublication date: 2012Pages: 174ISBN: 978-3791031996---------------------------This book was published by getAbstract getAbstract presents summaries of outstanding business books via the Internet. Its mission is to provide managers and executives worldwide with high-caliber, up-to-date business information.
