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Marketing- und Vertriebscontrolling

Marketing- und Vertriebscontrolling


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About the Book

Die vorliegende Diplomarbeit soll einen Überblick über das Thema Marketing- und Vertriebscontrolling geben. Dazu sollen die Begriffe Marketing- und Vertriebscontrolling erläutert, eine Abgrenzung zwischen den beiden vorgenommen sowie die Aufgaben und Instrumente des Marketing- und Vertriebscontrollings vorgestellt werden. Außerdem werden die Begriffe Controlling, Marketingcontrolling und Vertriebscontrolling definiert. Daraufhin erfolgt eine Abgrenzung zwischen dem Marketing- und Vertriebscontrolling, indem Unterschiede und Gemeinsamkeiten der beiden aufgezeigt werden. Der Verfasser geht dann auf die Aufgaben des Marketing- und Vertriebscontrollings, nämlich der Informationsbesorgung, der Planung und der Kontrolle, ein. Im nächsten Schritt werden diverse Analyseinstrumente des Marketing- und Vertriebscontrollings vorgestellt. Zugleich wird dort der Bezug zum vorhergenannten hergestellt, indem die Analyseinstrumente den jeweiligen Aufgaben des Marketing- und Vertriebscontrollings zugeordnet werden. Abschließend soll ein Anwendungsbeispiel mit dem Analyseinstrument Customer Lifetime Value den Praxisbezug zu den sonst eher theoretisch gehaltenen Ausführungen bringen.


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Product Details
  • ISBN-13: 9783956842993
  • Publisher: Bachelor + Master Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 190 gr
  • ISBN-10: 3956842995
  • Publisher Date: 24 Mar 2014
  • Height: 254 mm
  • No of Pages: 72
  • Series Title: German
  • Sub Title: Eine Abgrenzung
  • Width: 178 mm


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