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Computergesttztes Promotioncontrolling

Computergesttztes Promotioncontrolling

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783824463664
Condition
New
Product Description

Der Erfolg von Promotions steht in der Kritik von Theorie und Praxis. Eine bedeutende Ursache fr die geringe Profitabilitt von Promotions fr Konsumgter liegt in der mangelnden Kooperation des Handels bei Promotions der Hersteller. Dieter Litzinger untersucht im Rahmen agency-theoretischer berlegungen die Anreizproblematik von Promotions auf die Kooperation des Handels. Zur Reduzierung des Aufwands und zur Verbesserung der Qualitt von Promotionentscheidungen entwickelt der Autor eine umfassende Computeruntersttzung. Im Mittelpunkt der Untersuchung steht die Konzeption und Modellierung eines computergesttzten Controllingsystems, bestehend aus einer multidimensionalen Absatzsegmentrechnung sowie einer integrierten, prozeorientierten Planung und Kontrolle von Promotions.

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