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Audiobooks & Video Training Marketing Performance: Messen, Analysieren, Optimieren
Posted on 2010-10-09
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More Dr. Maik Hammerschmidt, Gregor Stokburger, und Hans H. Bauer, "Marketing Performance: Messen, Analysieren, Optimieren" In Zeiten knapp bemessener Marketingbudgets, bei steigendem Kosten- und Wettbewerbsdruck sowie zunehmenden Kundenansprüchen geht es in Unternehmen konkret um die Frage: Lohnen sich die durchgeführten und durchzuführenden Marketingmaßnahmen? Bauer/Stokburger/Hammerschmidt entwickeln mit der Marketing Performance Chain (MPC) ein Konzept, das es erlaubt, die ökonomischen Erfolgswirkungen von Marketingmaßnahmen zu analysieren. Die MPC veranschaulicht kausale Zusammenhänge zwischen verschiedenen Messgrößen und Konzepten, die im Marketing Anwendung finden. Die Autoren vereinen dabei Ansätze aus Marketing, Finanzierung und Controlling und behandeln deren konsequente Umsetzung im Marketingmanagement. Die MPC macht sichtbar, wie sich strategische und taktische Marketingaktivitäten auf die zentralen Größen Kundenwert, Markenwert, Unternehmenswert und Aktienkurs auswirken. Ausgewählte Methoden sowohl zur Bewertung der Marketing-Effektivität als auch der Marketing-Effizienz werden ausführlich beschrieben. Best Practice-Beispiele veranschaulichen die Anwendung der vorgestellten Konzepte und ausgewählten Instrumente zur Steuerung der Marketingeffizienz und -effektivität in Unternehmen. "Marketing Performance" richtet sich an Dozenten und Studierende der Betriebswirtschaftslehre sowie an Führungskräfte und an Unternehmensberater in den Bereichen Marketing, Finanzierung, Controlling sowie Produktentwicklung. Download
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