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.