Rethinking Marketing: A New Mindset for a Changing Landscape

Marketing is facing unprecedented pressure. Shifting market dynamics demand innovative approaches, and a growing consensus points to the require for increased strategy, resilience, and courage in marketing practices. The recent book, “Rethinking Marketing,” edited by Oliver Klein and Wolfgang Merkle, serves as a call to action for a new marketing mindset.

The Pressures on Modern Marketing

Today’s marketing landscape is characterized by intensifying competition, subdued consumer confidence, and increasingly demanding customers. Traditional marketing strategies are losing effectiveness while expectations for brand leadership, communication, and measurable results are soaring. This complex environment necessitates a fundamental re-evaluation of how companies approach the market.

A Call for a New Marketing Mindset

“Rethinking Marketing” isn’t presented as a theoretical textbook, but rather as a practical assessment of a discipline whose importance is growing alongside its complexity. The central argument is that successful future marketing requires more strategic thinking, consistency, and bravery. The book brings together contributions from 24 prominent marketing and communication experts from German-speaking countries.

Marketing as a Strategic Function

A key theme throughout the book is the re-establishment of marketing as a core strategic function within organizations. The authors critique the tendency for marketing to be reduced to operational communication or campaign logistics, advocating instead for an integrative framework that connects market understanding, customer insights, brand identity, and organizational structure.

Navigating the Complex Communication Landscape

The book acknowledges the radical shift in communication dynamics. Marketing is no longer a one-way street from brand to consumer. Instead, companies operate within a “multidimensional ecosystem” where customers, communities, platforms, and algorithms all exert influence. Successfully navigating this complexity requires acknowledging the potential for consumer resistance, indifference, or active disengagement.

Embracing Complexity and Prioritization

“Rethinking Marketing” doesn’t shy away from complexity, but rather accepts it as the new normal. The authors argue that, rather than seeking simplification, marketers need to focus on structured thinking and clear prioritization. Consistent execution, well-defined roles, and a shared vision are considered more crucial than chasing the latest trends or tools.

The Importance of Courage and Conviction

The book emphasizes the importance of qualities like courage, conviction, and passion in marketing. It positions marketing not merely as an analytical discipline, but as a field requiring decisive action, risk-taking, and a strong sense of purpose. In times of economic uncertainty, marketing is presented as an active force for shaping outcomes, rather than simply a cost center.

A Multifaceted Perspective

The strength of “Rethinking Marketing” lies in its diverse range of perspectives. The contributions from various experts create a comprehensive view of modern marketing, offering readers numerous thought-provoking ideas for self-reflection. The book doesn’t provide easy answers, but instead encourages critical thinking and a willingness to challenge conventional wisdom.

About the Editors

Oliver Klein is a leading marketing strategist with extensive experience in agency and consulting roles, specializing in brand strategy and organizational transformation. Wolfgang Merkle is a communication expert focused on the intersection of brand, strategy, and societal impact.

Where to Find the Book

“Rethinking Marketing” is available for purchase at Amazon and other booksellers. A free copy was offered through a contest on the Bank Blog, with the deadline for entries being March 20, 2026.