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

  • Negovan M
  • Seebacher U
DOI: 10.1007/978-3-030-54292-4_32
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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.

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APA

Negovan, M., & Seebacher, U. G. (2021). 365 Days B2B Marketing Turnaround: A Fact-Driven, Bullet-Proof Showcase Guide (pp. 717–734). https://doi.org/10.1007/978-3-030-54292-4_32

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