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SALES MANAGER - Special Edition 2018 of the scientific journal for market-oriented corporate management
After the establishment of sustainability, meaningful and performance-oriented brand management is the next step in a transformative economy. Studies prove: 74 percent of the products used daily are dispensable for customers because they offer no sense of meaning. Brands are described as too one-sided because they are merely profit-oriented. Making sense is also relevant for employees. A greater contribution to the common good by the company, together with transformational management, leads to greater motivation.