In a highly dynamic and complex environment, marketing in particular is faced with constantly changing requirements. How can it recognize and act on trends so as not to lose touch and develop new competitive advantages for future growth?
Ruben Mosblech, Lucas Sauberschwarz, Sebastian Vieregg and Lysander Weiß shed light on the skills 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 company managers are enabled to analyze and address gaps and potentials in their own marketing organization.
Marketing thus plays a critical role in the future success of the company and becomes the pioneer of a resilient organization.
- Uncertainty as a challenge and opportunity for marketing
- Resilience as a response to a dynamic business environment
- Dynamic capabilities for a resilient marketing organization
- Concrete levers for establishing and applying dynamic capabilities
- Change in the marketing organization towards permanent adaptability
- Numerous practical examples from leading companies
