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Marketingcontrolling im Einzelhandel
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Die Integration marktorientierter Ziel- und Steuerungsgren in das Controlling von Einzelhandelsunternehmen stellt eine zentrale Herausforderung fr die Handelswissenschaft und -praxis dar. Doch zur Lsung dieser Integrationsaufgabe bedarf es geeigneter Methoden zur Messung und berwachung von Einflugren der Einkaufsstttenwahl. Karl-Michael Henneking entwickelt ein Mekonzept fr das Controlling in Einzelhandelsunternehmen, das verhaltensrelevante Einflugren der Einkaufsstttenwahl mit Hilfe eines dynamischen Ansatzes analysiert und mit geeigneten Methoden kontrolliert. Mit seinem empirisch bewhrten Analysekonzept schafft der Autor die memethodische Grundlage fr die Auditkomponente des Marketingcontrolling.
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