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english

Marketing-Controlling

Systeme und Methoden für mehr Markt- und Unternehmenserfolg

3. Edition 2011

No access

doi.org/10.15358/9783800641918
ISBN print: 978-3-8006-4190-1
ISBN online: 978-3-8006-4191-8
C.H.BECK, München C.H.BECK, München

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Zusammenfassung

Methoden des Marketing-Controllings.

Marketing-Controlling

Dieses Lehrbuch beschreibt das strategische und operative Marketing-Controlling in umfassender Weise und setzt folgende Schwerpunkte:

* Marketing und Controlling – Säulen moderner Unternehmensführung

* der Grundansatz des Marketing-Controlling

* strategisches Marketing-Controlling

* operatives Marketing-Controlling

* Implementierung des Marketing-Controlling

Geschrieben für

Studierende und Dozenten der Fächer Marketing und Controlling sowie für Marketing- und Controllingpraktiker.

Chapter Expand | CollapsePage
1–15 Titelei/Inhaltsverzeichnis 1–15
16–44 1 Marketing und Controlling – Säulen moderner Unternehmensführung 16–44
- 16–21 1.1 Unternehmensführung vor neuen Herausforderungen 16–21
- 21–24 1.2 Die Entwicklung im Marketing 21–24
- 24–44 1.3 Die Entwicklung des Controlling 24–44
44–59 2 Der Grundansatz des Marketing-Controlling 44–59
59–246 3 Strategisches Marketing-Controlling 59–246
246–385 4 Operatives Marketing-Controlling 246–385
385–425 5 Implementierung des Marketing-Controlling 385–425
- 385–386 5.1 Generelle Implementierungsaspekte des Marketing-Controlling 385–386
- 386–391 5.2 Spezielle Implementierungsaspekte in mittelständischen Unternehmen 386–391
- 391–399 5.3 Fallbeispiel FORCE 2000 391–399
- 399–408 5.4 Fallbeispiel RONDA 399–408
- 408–425 5.5 Anwendungsfeld Krankenhaus 408–425
425–474 Literaturverzeichnis 425–474
474–486 Stichwortverzeichnis 474–486
486–486 Impressum 486–486

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