There are many marketing books, but only few which cover the design of marketing organisations. But it is essential in regards to the concrete realisation of market-orientated thinking to create suitable structures and processes. The authors explore arrangements, in order to improve customer-orientated processes and to structure responsibilities in accordance to the challenges, whilst always also considering supporting information technology systems.
Furthermore, the requirements of organisational change are mentioned, as well as the influence of internationalisation. The evaluation is always based on efficiency criteria and numerous case studies are used in order to illustrate the points.
About the author
Prof. Dr. Jörg Freiling holds a professorship in small and medium sized businesses, start-ups and entrepreneurship at the University of Bremen, Prof. em. Dr. Dr. h.c. Dr. h.c. Richard Köhler was director of the seminar for ABWL, market research and marketing at the University of Cologne.
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