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365 Days B2B Marketing Turnaround: A Fact-Driven, Bullet-Proof Showcase Guide

In: B2B Marketing

Author

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  • Miroslav Negovan
  • Uwe G. Seebacher

Abstract

This case study shows how an international industrial engineering company successfully deployed a turnaround of its marketing department in just 365 days. The paper deals with the most critical and crucial steps of this turnaround process and puts forward the organizational challenges and complexities.

Suggested Citation

  • Miroslav Negovan & Uwe G. Seebacher, 2021. "365 Days B2B Marketing Turnaround: A Fact-Driven, Bullet-Proof Showcase Guide," Management for Professionals, in: Uwe G. Seebacher (ed.), B2B Marketing, edition 1, chapter 32, pages 717-734, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-54292-4_32
    DOI: 10.1007/978-3-030-54292-4_32
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