Mythen und Metaphern des Marketing – Anspruch und Wirklichkeit der marktorientierten Unternehmensführung

Manfred Bruhn, Heribert Meffert and Manfred Kirchgeorg

Die Unternehmung - Swiss Journal of Business Research and Practice, 2021, vol. 75, issue 2, 292-302

Abstract: Marketing has become accepted and proven in science and practice over the last decades. Many principles of marketing have become self-evident, but have led to a lot of generalizations and simplified thought patterns. This article examines selected myths and metaphors in marketing. These relate to topics such as the philosophy of marketing, creating innovation success, generating strategic competitive advantage, explaining buying behavior, and creating brands. It is also made clear that in the future, marketing will increasingly have the role of being the initiator of change processes.

Date: 2021
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DOI: 10.5771/0042-059X-2021-2-292

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Die Unternehmung - Swiss Journal of Business Research and Practice is currently edited by Prof. Dr. Artur Baldauf, Universität Bern, Prof. Dr. Manfred Bruhn, Universität Basel, Prof. Dr. Pascal Gantenbein, Universität Basel (geschäftsführend), Prof. Dr. Markus Gmür, Universität Fribourg, Prof. Dr. Klaus Möller, Universität St. Gallen, Prof. Dr. Günter Müller-Stewens, Universität St. Gallen, Prof. Dr. Dr. h.c. Margit Osterloh, Universität Zürich, Prof. Dr. Dieter Pfaff, Universität Zürich and Prof. Dr. Martin Wallmeier, Universität Fribourg

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