Skip to main content

First Part – The Enlightenment

  • Chapter
  • First Online:
Hurdle Race Marketing
  • 474 Accesses

Abstract

There was once a German engineering company bearing the proud name “Deutsche Maschinenbau AG”. Many knew it simply under the abbreviation DMA. Within a few short years DMA had developed into an internationally renowned brand. After many raging autumnal storms that shook the engineering industry most violently, DMA arose out of the merger of three individual companies. This merger, which for a long time was opposed by the old owners, all of whom presented themselves as die-hard patriarchs, ultimately proved extraordinarily successful.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

eBook
USD 19.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 29.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 29.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Klaus Backhaus .

Rights and permissions

Reprints and permissions

Copyright information

© 2013 Springer Fachmedien Wiesbaden

About this chapter

Cite this chapter

Backhaus, K. (2013). First Part – The Enlightenment. In: Hurdle Race Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02444-4_1

Download citation

Publish with us

Policies and ethics