Marketing Resource Management - Axel Güpner - Bog

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 About the authors: Prof. h.c. Dr. Uwe Seebacher (MBA), holds a doctorate in economics and business administration. He has more than 25 years of experience in the manufacturing, energy and service industries and an international track record in strategic and operational marketing and communications as well as business and organizational development. 20 years of experience as the owner of a publishing company and a method consulting firm underscore his diverse experience. He is a lecturer at many renowned business schools and universities and has written numerous articles and books in leading publishing houses such as "Praxishandbuch B2B Marketing" (Springer Verlag), "Strategic Workforce Management" (Harvard Business Manager) or "Predictive Intelligence for Management" (Springer). He has received numerous awards and prizes for his work in the field of scientific and applied research, and for his models and concepts such as the maturity model for industrial goods marketing or the model for predictive intelligence. Dr. Axel Guepner, HR consultant and HR manager.Internationally experienced Global Head of Human Resources in corporations, such as Allianz SE, Dresdner Bank AG, and Wacker Chemie AG, with extensive experience in international HR management and focus on "digitalization of the working world". Eleven years of coaching experience in Olympic high-performance sailing as "Team Leader of the German Olympic Sailing Team". Member of the Advisory Board for Scientific Continuing Education for Professionals and Executives of the Ludwig-Maximilians-University Munich (LMU). Academic Education: Studied Political Science, Business Administration and Law in the USA and Germany (Diplom-Politologe / PhD).