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Controlling in Marketing und Vertrieb

Controlling in Marketing und Vertrieb

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834924162
Condition
New
Product Description

Der Einsatz von Controllinginstrumenten in Marketing und Vertrieb hat im Zuge einer geforderten hheren Wertorientierung von Marketing- und Vertriebsbereichen an Bedeutung gewonnen. Durch eine detaillierte Analyse der situationsspezifischen Gestaltung von Controllinginstrumenten in Marketing und Vertrieb untersucht Martin Artz in drei empirischen Studien die Gestaltung der Absatzplanung, die Erfolgsauswirkungen von Slack in Marketing- und Vertriebsbudgets sowie den Einsatz von Performance Measurement Systemen in Marketing und Vertrieb.

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