It's time to change the self-understanding of marketing: moving from stagnation and frustration to innovation. This book, written from practical experience, shows in 10 steps how you can significantly expand your options in marketing. It illustrates how you can actively shape the transformation with each step, thereby strengthening the role of marketing. By embracing this challenge, many of your existing habits will be questioned. And that's a good thing. Engage in one of the most exciting change projects of your career: the reinvention of your marketing. This way, you and your team will become innovators and respected sparring partners for the company's leadership, highlighting growth opportunities and realizing previously untapped innovative potentials.