Marketing Resource Management

Description

Marketing is changing, organizations are changing, the entire industry is in a paradigmatic change process driven by a global pandemic, a new normal under the sign of a New Green Deal and a disruptive Remocal Economy. Many conservative economies have largely slept through digitization and will apparently not be able to exploit the opportunities offered by Asset-as-Service. It will therefore be all the more important to reach customers with increasingly scarce resources. Modern marketing can do this, as the Amazons of this world are already impressively demonstrating. Marketers across all sectors are embarking on the Marketing Excellence Journey to equip themselves for the new normal, using expertise, method, rigor, and MarTech and SalesTech predictive intelligence to engage with customers. Many CNN and Forbes award-winning books, including the B2B Marketing Guidebook (Springer, 2021), provide the necessary technical know-how for marketers. But it will also take a significant shift in thinking and change within companies for marketing and sales to work together to actively perform these new essential functions.

This book describes for managers of all areas and knowledge disciplines how they can initiate, drive and support this change process in their organizations. For marketers, the book provides a comprehensive description of how to drive and support the change process based on their expertise, argumentative and in the context of change management and organizational development.

From the contents:

– The marketing organization development triad

– Holistic marketing

– Enterprise Marketing Management (EMM)

– Marketing Operations Management (MOM)

– The benefits of marketing resource management

– Past is future

– Structured creativity