Handbuch Marketing-Controlling by Christopher Zerres
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Handbuch Marketing-Controlling

Handbuch Marketing-Controlling

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About the Book

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.


About the Author: Prof. Dr. Christopher Zerres ist Professor für Marketing an der Hochschule Offenburg. Seine Schwerpunkte in Lehre und Forschung liegen auf dem Online-Marketing sowie dem Marketing-Controlling. Zuvor war er bei einer Unternehmensberatung und einem internationalen Automobilzulieferer tätig. Christopher Zerres ist Autor zahlreicher Publikationen zu den Bereichen Management und Marketing.

Beitragsautoren (in der Reihenfolge der Beiträge):

  • Prof. Dr. Michael Zerres (Universität Hamburg)
  • Prof. Dr. Klaus-Peter Schoeneberg (Beuth Hochschule für Technik Berlin), Christian von Schudnat (Johnson & Johnson), Erkan Gürbüz (Beuth Hochschule für Technik Berlin)
  • Andreas Guber (GIM Gesellschaft für Innovative Marktforschung mbH)
  • Prof. Dr. Dirk Drechsler (Hochschule Offenburg)
  • Prof. Dr. Patrick Link (Hochschule Luzern), Gina Heller-Herold (beku Consult)
  • Prof. Dr. Thomas Zerres (Hochschule Konstanz), Alina Hirtz (Hochschule Konstanz)
  • Prof. Dr. Sven Reinecke (Universität St. Gallen), Dr. Gerold Geis (MPM St. Gallen AG)
  • Prof. Dr. Michael Häder (TU Dresden)
  • Prof. Dr. Hans Pechtl (Universität Greifswald)
  • Prof. Dr. Dieter K. Tscheulin (Universität Freiburg), Kai Israel (Hochschule Offenburg)
  • Florian Litterst (adsventure)
  • Prof. Dr. Andreas Mann (Universität Kassel)
  • Prof. Dr. Cornelia Zanger (TU Chemnitz)
  • Prof. Dr. Rainer Fischer (Hochschule Offenburg)
  • Prof. Dr. Franz-Rudolf Esch (Gründer ESCH. The Brand Consultants)
  • Prof. Dr. Christoph Burmann, Tanja Fink, Dr. Alexander Dierks (Universität Bremen)
  • Prof. Dr. Ronald Gleich (Frankfurt School of Finance), Dr. Jan Christoph Munck (EBS Universität), Prof. Dr. Diane Robers (EBS Universität), Dr. Alexander Tkotz (Ober Scharrer Gruppe GmbH)
  • Prof. Dr. Reinhard Hünerberg (Universität Kassel)
  • Dr. Marc Ehlbeck (eccelerate GmbH), PD Dr. Stephan Schosser (K-Mail Order GmbH & Co. KG), Dr. Jan Wind (eccelerate GmbH)
  • Prof. Dr. Bernd W. Wirtz, Paul F. Langer (Deutsche Universität für Verwaltungswissenschaften Speyer)
  • Dr. Rainer Meckes, Dr. Jochen Krauss, Prof. Dr. Dr. h.c. mult. Hermann Simon (Simon-Kucher & Partners)
  • Prof. Dr. Sascha Götte (Hochschule Luzern)
  • Prof. Dr. Bernd Günter (Universität Düsseldorf), Prof. Dr. Sabrina Helm (University of Arizona)
  • Prof. Dr. Andreas Huber (accadis Hochschule Bad Homburg)
  • Prof. Dr. Thomas Breyer-Mayländer (Hochschule Offenburg), Dr. Marc Löffel (KPMG)
  • Dr. Michael Dorka (Lifecard-Travel-Assistance GmbH)
  • Dr. Herbert Loock (Herbert Loock Beratungs- und Servicegesellschaft mbH)
  • Christian von Schudnat (Johnson & Johnson), Prof. Dr. Klaus-Peter Schoeneberg (Beuth Hochschule für Technik Berlin), Prof. Dr. Jose Albors-Garrigos (Universitat Politecnica de Valencia)
  • Prof. Dr. Dr. h.c. mult. Manfred Bruhn (Universität Basel), Prof. Dr. Karsten Hadwich (Universität Hohenheim)
  • Prof. Dr. Rolf Weiber, Mi Nguyen (Universität Trier)


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Product Details
  • ISBN-13: 9783662628362
  • Publisher: Springer
  • Publisher Imprint: Springer Gabler
  • Height: 244 mm
  • No of Pages: 742
  • Spine Width: 39 mm
  • Weight: 1255 gr
  • ISBN-10: 3662628368
  • Publisher Date: 15 Apr 2021
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Sub Title: Grundlagen - Methoden - Umsetzung
  • Width: 170 mm


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