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Regionale Marketingbudgetierung
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Gegenstand dieses Buches ist der gezielte regionale Einsatz von Marketingmanahmen. Dabei kann durch eine bessere Verteilung der Marketingmittel oft mehr erreicht werden als durch eine Erhhung des Marketingbudgets. Matthias Meyer entwickelt verschiedene informations- und modellorientierte Anstze zur Entscheidungsuntersttzung im Marketing. Der Autor zeigt anhand eines Beispiels aus dem Auendienst eines pharmazeutischen Unternehmens, wie Verbesserungen beim regionalen Einsatz von Marketingmanahmen erzielt werden knnen.
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