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Economics/Finances Handbuch Marketing-Controlling
Posted on 2010-03-16
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More Michael P. Zerres, Christopher Zerres, "Handbuch Marketing-Controlling" Kurzbeschreibung Effizientes Marketing gilt heute in den meisten Unternehmen als die Erfolgsgarantie schlechthin. Gleichzeitig stellt ein umfassendes Controlling ? gerade auch in Zeiten stagnierender Märkte ? das wichtigste betriebliche Steuerungsinstrument dar. Das Handbuch gibt leitenden Managern von Unternehmen und Organisationen einen fundierten Überblick über diesen erfolgsrelevanten Bereich. Behandelt werden Aspekte des strategischen und des operativen Marketing-Controllings sowie wichtige Fragen der Implementierung des Controllings. Die 3. Auflage zeichnet sich durch hohe Fachkompetenz, große Aktualität und eine äußerst stringente und gleichzeitig komprimierte Form aus. Umschlagtext 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 den aktuellen Wissensstand zu vermitteln. Die einzelnen Beiträge, die den Aspekten des strategischen Marketing-Controlling, des operativen Marketing-Controlling und der Marketing-Controlling-Implementierung zugeordnet sind, wenden sich an den Marketing- und an den Controlling-Manager.Die neue Auflage enthält zusätzliche Beiträge zum Online-Marketing-Controlling und zum Einsatz der EDV im Marketing-Controlling.
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