This book is based on a German language publication called Das neue
Marketing Mindset (Springer-Gabler 2019) from Waldemar Pfoertsch and
Uwe Sponholz. It introduced the principle of storytelling, which we would
like to use in this English publication too.
We do this because a story told can attract the readers’ attention much
more easily than a factual address. Over thousands of years, man has handed
down knowledge through storytelling, and this method is being used increasingly in modern business today.
Tis book addresses global decision makers, executives, professors, students, and the curious general audience. At the end of each chapter, we ask questions to refect on, which depend on your personal situation and perspective, and which we, therefore, cannot give a blanket answer for in this book