- Manchmal ist nur die Gewinnung eines Auftrags entscheidend. Wirtschaftliche Erfordernisse wie die Erzielung eines Deckungsbeitrags treten in den Hintergrund.Must-win-deals sind Aufträge, die unbedingt verwirklicht werden müssen, sei es jetzt, um in einen neuen Markt hinein zu gelangen oder um einen neuen Kunden zu gewinnen. Den Gewinn müssen dann die Folgeaufträge bringen.
Marketing Lexikon. 2013.
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