Abstract
Marketing (and sales) is the downstream activity in the value chain as illustrated in Fig. 6.1. Marketing is a continually evolving discipline and as such can be one that companies find themselves left very much behind the competition if they stand still for too long. One example of this evolution has been the fundamental changes to the basic marketing mix. Where once there were 4 Ps to explain the mix, nowadays it is more commonly accepted that more developed 7 Ps add a much-needed additional layer of depth to the marketing mix with some theorists going even further.
The best way to predict the future is to create it.
Peter Drucker (1909–2005)
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References
Helmold, M., & Terry, B. (2017). Lieferantenmanagement in China. DeGruyter: Berlin.
Helmold, M., Dathe, T., & Hummel, F. (2019). Erfolgreiche Verhandlungen. Best-in-Class Empfehlungen für den Verhandlungsdurchbruch. Wiesbaden: Springer Gabler.
SupplyOn. (2019). www.supplyon.com
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Helmold, M. (2019). PM in the Downstream Value Chain. In: Progress in Performance Management. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-20534-8_6
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DOI: https://doi.org/10.1007/978-3-030-20534-8_6
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