Abstract
This case study shows how an international industrial engineering company successfully deployed a turnaround of its marketing department in just 365 days. The paper deals with the most critical and crucial steps of this turnaround process and puts forward the organizational challenges and complexities.
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Notes
- 1.
See article by L. Strohmeier on the topic of business intelligence in this publication for a detailed approach in implementing such an organizational unit.
- 2.
See the article by F. Halb/U. Seebacher on the topic of customer experience in this publication.
- 3.
See article by M. Romero Palma on implementation of marketing automation solutions.
- 4.
See article by K. Goelles/U. Seebacher on effective sales partner management.
References
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Dziubaniuk, O., Barner-Rasmussen, W., Koporcic, N., Ivanova-Gongne, M., Mandják, T., & Markovic, S. (2020). Business-to-business marketing research: Assessing readability and discussing relevance to practitioners. Industrial Marketing Management.https://doi.org/10.1016/j.indmarman.2020.05.035
Nguyen, P., Karakas, F., & Tatoglu, E. (2019). Matching supply and demand: Challenges and opportunities in business-to-business (B2B) firms.
Purcarea, T. (2019). Aligning marketing and sales within the evolving CMO responsibilities: Ensuring greater CX, customer success, and value. Holistic Marketing Management Journal, 9(4), 28–38.
Online Sources
Internaional Monetary Fund. (2019). https://www.imf.org/external/pubs/ft/weo/2020/01/weodata/index.aspx
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Negovan, M., Seebacher, U.G. (2021). 365 Days B2B Marketing Turnaround: A Fact-Driven, Bullet-Proof Showcase Guide. In: Seebacher, U.G. (eds) B2B Marketing. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-54292-4_32
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DOI: https://doi.org/10.1007/978-3-030-54292-4_32
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