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Handbuch Marketing-Controlling

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783540300717
Condition
New
Product Description

Ein effizientes Marketing gilt heute in den meisten Unternehmen als die entscheidende Erfolgsursache. Gleichzeitig stellt ein umfassendes Controlling gerade auch in Zeiten stagnierender Mrkte das wichtigste betriebliche Steuerungsinstrument dar. Ziel dieses Handbuchs ist es, Managern in leitenden Funktionen von Unternehmen und Organisationen einen fundierten berblick ber diesen erfolgsrelevanten Bereich zu vermitteln. Das Buch behandelt Aspekte des strategischen und des operativen Marketing-Controllings sowie wichtige Fragen der Implementierung des Controllings. Die vorliegende dritte Auflage zeichnet sich durch hohe Fachkompetenz, groe Aktualitt und eine uerst stringente und gleichzeitig komprimierte Form aus.

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