365 Days B2B Marketing Turnaround: A Fact-Driven, Bullet-Proof Showcase Guide

Miroslav Negovan () and Uwe G. Seebacher ()

Chapter 32 in B2B Marketing, 2021, pp 717-734 from Springer

Abstract: 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.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-54292-4_32

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DOI: 10.1007/978-3-030-54292-4_32

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