Is it justified that globalization is seen as a terrible phantom for the local economy?
Now we get to the point, i. e. ‚marketing’. Marketing, contrary to what it is often seen is not only advertising and PR, but the philosophy of a company. Why? A company only can survive if it offers something to its potential clients that they want to have, i. e. if it orientates itself at the market. This includes watching of the markets as well as obvious or possible trends. This only can be done by the marketing department. It is below the overall management the ‘governing and controlling instrument’. There the possibilities as well as looming trends have to be recognized as there – via the sales department and its people – we have the direct connection to the markets and clients. The information gathered by them have to be discussed and implemented internally, so that the company always has a certain advantage towards the competition – locally as well as internationally. Acting near to the customer will always be honoured by him, because the company becomes a real dialog partner to
