In a highly dynamic and complex environment, marketing in particular faces constantly changing requirements. How can it identify and act on trends so as not to fall behind and develop new competitive advantages for future growth?
Ruben Mosblech, Lucas Sauberschwarz, Sebastian Vieregg and Lysander Weiss shed light on the capabilities a resilient marketing organization needs to be successful in times of high uncertainty. Using scientifically sound methods, directly applicable tools and numerous practical examples, marketing and business managers are enabled to analyze and address gaps and potentials in their own marketing organization.
This means that marketing plays a critical role in the future success of the company and becomes a pioneer of a resilient organization.
- Uncertainty as a challenge and opportunity for marketing
- Resilience as an answer to a dynamic business environment
- Dynamic capabilities for a resilient marketing organization
- Specific levers for establishing and applying dynamic capabilities
- Transforming the marketing organization towards sustained adaptability
- Numerous practical examples from leading companies
