Handbuch Marketingcontrolling
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Handbuch Marketingcontrolling
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Author : Sven Reinecke
language : de
Publisher: Springer-Verlag
Release Date : 2010-12-01
Handbuch Marketingcontrolling written by Sven Reinecke and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-12-01 with Business & Economics categories.
Strukturierter Überblick über den aktuellen Stand von Theorie und Praxis auf dem Gebiet des Marketingcontrollings (einschließlich des Verkaufscontrollings). In der zweiten Auflage des Handbuchs werden aktuelle Herausforderungen wie Marketing Metrics und Marketing Performance Measurement sowie die Messung eines "Return on Marketing" behandelt. Branchenspezifische Beiträge berücksichtigen die Schnittstellen zum Unternehmenscontrolling, das Marketingaccounting sowie das Marketingcontrolling von Non-Profit-Organisationen.
Handbuch Marketing Controlling
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Author : Christopher Zerres
language : de
Publisher: Springer-Verlag
Release Date : 2005-12-27
Handbuch Marketing Controlling written by Christopher Zerres and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-12-27 with Business & Economics categories.
Ein effizientes Marketing gilt heute in den meisten Unternehmen als die entscheidende Erfolgsursache. Gleichzeitig stellt ein umfassendes Controlling – gerade auch in Zeiten stagnierender Märkte – das wichtigste betriebliche Steuerungsinstrument dar. Ziel dieses Handbuchs ist es, Managern in leitenden Funktionen von Unternehmen und Organisationen einen fundierten Überblick über diesen erfolgsrelevanten Bereich zu vermitteln. Das Buch behandelt Aspekte des strategischen und des operativen Marketing-Controllings sowie wichtige Fragen der Implementierung des Controllings. Die vorliegende dritte Auflage zeichnet sich durch hohe Fachkompetenz, große Aktualität und eine äußerst stringente und gleichzeitig komprimierte Form aus.
Marketing Controlling
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Author : Andreas Preißner
language : de
Publisher: Walter de Gruyter GmbH & Co KG
Release Date : 2020-03-23
Marketing Controlling written by Andreas Preißner and has been published by Walter de Gruyter GmbH & Co KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-03-23 with Business & Economics categories.
Lehrbuch zum noch jungen Instumentarium des Controlling im unternehmerischen Funktionsbereich des Marketing.
Handbuch Marketingcontrolling
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Author : Sven Reinecke
language : de
Publisher:
Release Date : 2001
Handbuch Marketingcontrolling written by Sven Reinecke and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with categories.
Handbuch Marketing Controlling
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Author : Christopher Zerres
language : de
Publisher: Springer-Verlag
Release Date : 2017-04-18
Handbuch Marketing Controlling written by Christopher Zerres and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-04-18 with Business & Economics categories.
Dieses Handbuch vermittelt Managern in leitenden Funktionen von Unternehmen und Organisationen einen fundierten Überblick über die erfolgsrelevanten Aspekte des strategischen und auch des operativen Marketing-Controllings. Studierende erhalten wertvolle Anregungen. Darüber hinaus behandelt es wichtige Fragen der Implementierung des Controllings. Renommierte Autoren zeigen sowohl die bewährten Instrumente des Marketing-Controllings als auch die zahlreichen neuen Möglichkeiten im Bereich des Online-Marketings und des E-Commerce. Sie helfen, die Effektivität und Effizienz durchgeführter Maßnahmen zu bewerten und Optimierungspotential abzuleiten. Zudem ermöglichen neue Verfahren im Zusammenhang mit der Datengewinnung, -analyse und -aufbereitung eine noch adäquatere und umfangreichere Informationsgrundlage. Die 4. Auflage wurde vollständig überarbeitet und zeichnet sich durch hohe Fachkompetenz und große Aktualität aus.
Handbuch Marketingcontrolling
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Author : Sven Reinecke
language : de
Publisher:
Release Date : 2001
Handbuch Marketingcontrolling written by Sven Reinecke and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with categories.
Marketingcontrolling
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Author : Sven Reinecke
language : de
Publisher: W. Kohlhammer Verlag
Release Date : 2007
Marketingcontrolling written by Sven Reinecke and has been published by W. Kohlhammer Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Business & Economics categories.
Angesichts der wachsenden Bedeutung von wertorientierter Unternehmensfuhrung, Markenwert und Controlling wachst der Druck von Management und Kapitalmarkten, auch Marketing "messbar" zu machen. Ziel muss es sein, die Effektivitat (Wirksamkeit) und Effizienz (Wirtschaftlichkeit) samtlicher Marketingprozesse und -instrumente sowie der damit verbundenen Budgets sicherstellen und ausweisen zu konnen. Dabei muss auch die Anschlussfahigkeit an das Unternehmenscontrolling gewahrleistet werden. Das vorliegende Lehr- und Nachschlagewerk stellt die fur Praxis, Lehre und Forschung wichtigsten Aspekte des Marketing- und Verkaufscontrollings in kompakter, geschlossener Form dar. Unter Berucksichtung von aktuellen Entwicklungen und Trends wird ein konsistentes, wissenschaftlich fundiertes Marketingcontrollingkonzept vorgestellt. Vertieft werden insbesondere praxisrelevante Themen wie Erfolgsnachweis des Marketing, Kontrolle der Marketinginstrumente, Marketingbudgetierung, Marken- und Marketingaudit, Marketingkennzahlensysteme sowie Marken- und Kundenwert.
An Approach To An Accountable Client Communication Mix In The Banking Industry
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Author : Markus Sasse
language : en
Publisher: diplom.de
Release Date : 2008-08-04
An Approach To An Accountable Client Communication Mix In The Banking Industry written by Markus Sasse and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-08-04 with Business & Economics categories.
Inhaltsangabe:Introduction: The recent decades have been characterised by the development from the industrial age towards a service economy. Knowledge and information have become the most essential production factors. When services and intangible assets are offered, information and soft factors are even more important elements of business communication. Any kind of worldwide communication between (anonymous) business partners has been enabled by the progress of information and telecommunication technology. The banking sector is one important part of a service economy. With regard to the globalisation the banking industry still faces radical changes. This paper is especially addressed to the business operations of WestLB AG (WestLB), a major German bank that primarily operates both national and international business-to-business (B2B) banking. WestLB operates in a partnership with the savings banks, which run the business-to-customer (B2C) banking of the mass market for private customers (esp. retail banking). In addition, WestLB s subsidiaries Readybank and Weberbank attend to private clients, whereas Readybank runs bulk-lending business and Weberbank offers private wealth management to German customers. In particular, this reading explores a number of relevant questions within the scope of well-managed marketing and its controlling. Latest organisational restructuring within the bank s marketing organisation have encouraged a rethink of how to better manage marketing communications to the clients and where to spend its marketing investments. One important change means that one worldwide marketing budget has been applied to the entire bank. This is the second largest departmental cost budget after information technology to be controlled at WestLB. All these present circumstances are described in detail in a separate chapter including organisational questions, marketing teams, customer and product groups. Motivation: Due to the homogeneity of the offered finance products, it is especially difficult for banks to position and distinguish themselves from the competition. Consequently, marketing success of financial services products requires communication activities such as imaging, loyalty factor, persuasion, and so on. Traditionally, the marketing department is responsible for shaping such a competitive communication on products and image towards the company s markets within an affluent society, where the customer can choose from different [...]
Marketing Controlling Kompetenz
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Author : Werner Pepels
language : de
Publisher: Erich Schmidt Verlag GmbH & Co KG
Release Date : 2003
Marketing Controlling Kompetenz written by Werner Pepels and has been published by Erich Schmidt Verlag GmbH & Co KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with categories.
Managerial Strategies For Business Sustainability During Turbulent Times
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Author : Leon, Ramona-Diana
language : en
Publisher: IGI Global
Release Date : 2017-07-12
Managerial Strategies For Business Sustainability During Turbulent Times written by Leon, Ramona-Diana and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-07-12 with Business & Economics categories.
As the economy fluctuates, so does the need for resilient business practices. If organizations can remain strong and steady during difficult times, they will be more fruitful during successful periods as well. Managerial Strategies for Business Sustainability During Turbulent Times is a crucial resource that discusses successful methods and techniques for building sturdy company practices. Featuring pertinent topics such as sustainable supply chains, knowledge management, information sharing, and performance evaluations, this is an ideal scholarly reference source for CEOs, managers, business students, and researchers that would like to discover more unique and engaging ways to build a strong business foundation.