First Part – The Enlightenment

Klaus Backhaus ()
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Klaus Backhaus: Universität Münster Marketing Centrum Münster

A chapter in Hurdle Race Marketing, 2013, pp 11-34 from Springer

Abstract: Abstract There was once a German engineering company bearing the proud name “Deutsche Maschinenbau AG”. Many knew it simply under the abbreviation DMA. Within a few short years DMA had developed into an internationally renowned brand. After many raging autumnal storms that shook the engineering industry most violently, DMA arose out of the merger of three individual companies. This merger, which for a long time was opposed by the old owners, all of whom presented themselves as die-hard patriarchs, ultimately proved extraordinarily successful.

Keywords: Market Orientation; Supervisory Board; Plant Manager; Sales Force; Marketing Department (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-02444-4_1

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DOI: 10.1007/978-3-658-02444-4_1

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