Choose profit over market share -- Learn to compete peacefully -- Change the way you form your assumptions -- Use internal data to find profit opportunities -- Uncover preferences and willingness to pay -- Optimize your marketing mix to capture the highest additional profit -- Raise your prices...

Klärung der Frage, warum das Management einer ethischen Legitimation bedarf und diese dennoch scheitert -- Grundlegung des diskursiv-integren Managements -- Datenerhebungen mit Think-Aloud-Protokollen