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Marketing Performance
Messen - Analysieren - Optimieren
Language
German
German
Book
Paperback
Die Autoren entwickeln mit der Marketing Performance Chain (MPC) ein Konzept, das es erlaubt, die ök...
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Libristo code: 03617014
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Die Autoren 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. Dabei werden Ansätze aus Marketing, Finanzierung und Controlling vereint und deren konsequente Umsetzung im Marketingmanagement behandelt. Best Practice-Beispiele von Unternehmen veranschaulichen die Vorgehensweise beispielhaft.
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About the book
Full name
Marketing Performance
Language
German
German
Binding
Book - Paperback
Date of issue
2006
Number of pages
384
EAN
9783409127288
ISBN
3409127283
Libristo code
03617014
Publishers
Gabler Verlag
Weight
612
Dimensions
168 x 234 x 22
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