Leasing and Marketing — facilitated by McKinsey & Company and sponsored by Leaseurope and the Dutch Lease Association (NVL/Nederlandse Vereniging van Leasemaatschappijen) — offers an in-depth examination of the leasing industry and explores alternative corporate and competitive strategies. The authors recognize the necessity for active and long-term management of leasing companies' partnerships with their corporate clients; they provide various approaches to achieve this goal.
Leasing and Marketing — originally published in the early 1990s — is written to empower leasing companies to fully integrate marketing into their strategies, enabling them to face new challenges. The era in which leasing companies could solely rely on experience and intuition has clearly come to an end.
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ISBN 9789036198066