Strategisches Marketingcontrolling by Christian Kohler
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Strategisches Marketingcontrolling

Strategisches Marketingcontrolling


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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Controlling, Note: 2,0, Hochschule Bochum, Veranstaltung: Schwerpunktseminar Controllin II, Sprache: Deutsch, Abstract: In den letzten Jahren kam es im Bereich des Marketings immer mehr zu dem Bedürfnis, eingeleitete Marketingmaßnahmen hinsichtlich ihrer Effizienz und Effektivität zu überprüfen. Das lag zum Teil an dem erheblichen Kostensenkungsbedarf der Unternehmen und zum anderen an der daraus resultierenden Befürchtung der Marketingführungskräfte, einer Marginalisierung ihrer Abteilungen entgegenstehen zu müssen. Der amerikanische Einzelhändler John Wannaker beschrieb mit der Aussage " I know half of the money I spend on advertising is wasted, I just do not know what half it is" treffend die vorherrschende Meinung vieler Unternehmensleitungen. Da sich auch im Zuge der Internationalisierung die Unternehmen mit einer ständigen Ände-rung ihrer Unternehmensumwelt befassen mussten, war die Entwicklung der Disziplin des Marketingcontrollings zwangsläufig erforderlich. Die Verbindung der marktorientierten Sichtweise des Marketings mit den Verfahren des Controllings, ermöglicht nicht nur eine notwendige Überprüfung von Erfolgen und Misserfolgen, sondern unterstützt auch die Führungsebene bei deren Entscheidungsprozessen. Dazu gehört neben der Informationsbe-schaffung und -bereitstellung auch das Aufzeigen künftiger und sinnvoller Marketingstrategieoptionen zur Schaffung und Sicherung von Erfolgspotentialen. Unter den heutigen Wettbewerbsbedingungen wächst die Notwendigkeit für eine kombinierte Markt-und Effizienzorientierung. Das gilt für alle Unternehmen, auch wenn sie kein institutionalisiertes Marketingcontrolling haben. Gegenstand meiner Arbeit ist die Darstellung der wichtigsten Grundsätze und Maßnahmen des Marketingcontrollings. In 2. Kapitel wird neben der Definition der Ziele, auf die Abgrenzung der unterschiedlichen Funktionen des strategischen und operativen Marketingcontrollings eingegangen. Das 3. Kapit


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Product Details
  • ISBN-13: 9783656719809
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 32
  • Spine Width: 2 mm
  • Weight: 104 gr
  • ISBN-10: 3656719802
  • Publisher Date: 20 Aug 2014
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Grundsatz, Instrumente, Überwachung und organisatorische Eingliederung
  • Width: 148 mm


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