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Hurdle Race Marketing The Enlightenment - The Disillusionment - The Breakthrough /

In an amusing way Klaus Backhaus endeavours to explain how much of what is sold in practice under the guise of a pronounced market orientation is nothing more than the telling of a fairy tale. And so the story takes its course. Despite a perceived market orientation the German engineering company “D...

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Autore principale: Backhaus, Klaus. (Autore, http://id.loc.gov/vocabulary/relators/aut)
Ente Autore: SpringerLink (Online service)
Natura: Elettronico eBook
Lingua:English
Pubblicazione: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2013.
Edizione:1st ed. 2013.
Soggetti:
Marketing.
Business.
Management science.
Project management.
Business and Management, general.
Project Management.
Accesso online:https://doi.org/10.1007/978-3-658-02444-4
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Sommario:
  • The Enlightenment
  • The Disillusionment
  • The Breakthrough.

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