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Marketing Performance: Messen - Analysieren - Optimieren
Paperback
ISBN13: 9783409127288
Publisher: Gabler Verlag
Published: Jan 26 2006
Pages: 384
Weight: 1.35
Height: 0.85 Width: 6.61 Depth: 9.23
Language: German
Wettbewerbsdruck sowie zunehmenden Kundenansprüchen geht es in Unternehmen konkret um die Frage: Lohnen sich die durchgeführten und durchzuführenden Marketingma nahmen?
Bauer/Stokburger/Hammerschmidt entwickeln mit der Marketing Performance Chain (MPC) ein Konzept, das es erlaubt, die ökonomischen Erfolgswirkungen von Marketingma nahmen zu analysieren. Die MPC veranschaulicht kausale Zusammenhänge zwischen verschiedenen Messgrö en 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 Grö en Kundenwert, Markenwert, Unternehmenswert und Aktienkurs auswirken. Ausgewählte Methoden sowohl zur Bewertung der Marketing-Effektivität als auch der Marketing-Effizienz werden ausführlich beschrieben.
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