Leasing and Marketing

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Over the last few years, leasing industry managers have increasingly come to the realization that marketing must form an integral part of their companies' strategies. Markets today change very rapidly and clients are more and more demanding, all of which presents managers with the difficult challenge of prospering in this new environment. Clearly, the time when leasing companies could float along relying exclusively on experience and intuition has passed. On the basis of McKinsey & Company survey material, this book offers an examination of the industry and possible company response strategies. Its authors see the need for active and long-term management of companies' partnerships with their clients and provide approaches to this end. But this book is not only aimed at giving leasing companies the impetus to fully incorporate marketing into their strategies to help them face the future. As a study of the strategic marriage of leasing and marketing, it is also directed at other groups - such as consultants and academics - with an interest in this field. Pieter Klaas Jagersma works in the Amsterdam office of McKinsey&Company, while Toon Sanders is a director in the Eindhoven office of De Lage Landen.