Receive the German-language trade magazine "werbewoche" in the m&k issue 2/1989 as a PDF download with the following table of contents:
Focus: Sales in stagnating markets
MARKETING DILETTANTISM IN STAGNATING MARKETS?
Can free competition have a destructive effect? Yes, says author PD Dr. Christian Beiz, Deputy Head of the Research Institute for Sales and Trade at the University of St.Gallen. In intensely competitive markets, there is a great danger that market participants will strive for short-term success at the expense of successful long-term development.
CRISIS SIGNALS IN STAGNATING MARKETS
It is not uncommon for the transition from a growth market to a stable market to trigger a crisis. If the management fails to initiate the adjustment process in time, the company will sooner or later run into difficulties. In his article, author Dr. Max Zuberbühler of SCG St.Gollen Con sulting Group addresses the special situation of so-called "turnaround management".
THE FAST EAT THE SLOW
In his article, author Dr. Rolph-W. Scheuss discusses some remarkable facts: If one analyzes the competitive positions of companies in stagnating markets, one comes across the remarkable situation that it is not primarily large companies that improve their market position, but mainly small and medium-sized enterprises.
CONNOISSEUR MARKETING - A WAY TO STAND OUT
Otto Beiz, perSens AG St.Gallen, writes about ways and means to stand out from the gray anonymity of the competition, to become unique and unchangeable in market performance - in other words, to become a connoisseur brand.
Sale
SALES SUPPORT SYSTEM
Today, ambitious sales targets can only be achieved with the help of a correspondingly sophisticated infrastructure. The software for marketing and sales described in this article by Martin Zindel is an excellent management tool that makes it much easier to achieve even the most ambitious goals.
NOTHING WORKS WITHOUT GOOD SALESPEOPLE
The profession of a representative is rightly considered one of the toughest today. The reason for this lies not only in the stress of travel, but above all in the measurability of performance. That is why there is so much "wear and tear" in this profession and why the personnel market is in such a state of flux. Ueli Schmidli from SM& Partner shows why good salespeople are increasingly not "traded" on the "free market", but rather via specialized personnel consultants.
