Neuerscheinung des Buchs "Hurdle Race Marketing. The Enlightenment - The Disillusionment - The Breakthrough" von Prof. Dr. Dr. h.c. Klaus Backhaus

Why marketing has to go beyond the marketing department?

In an amusing way Klaus Backhaus endeavours to explain how much of what is sold in practice under the guise of a pronounced market orientation is nothing more than the telling of a fairy tale. Since July 2013 "Hindernislauf Marketing" is also released in an English edition, translated by Dianne West and illustrated by Karen Krings.

Klaus Backhaus (2013): Hurdle Race Marketing. The Enlightenment - The Disillusionment - The Breakthrough. Springer Gabler, Wiesbaden.