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3. Auf die richtige Balance kommt es an: Image- vs. Performance-Marketing

  • 2021
  • OriginalPaper
  • Chapter
Published in:
Authors
Sascha Stürze
Markus Hoyer
Claudio Righetti
Matthias Rasztar
Published in
Agiles Marketing Performance Management
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Eine direkte Implikation davon, dass Marketinginvestitionen kurzfristige und langfristige Wirkungen haben, ist die Frage der richtigen Budgetverteilung zwischen diesen beiden wesentlichen Zielstellungen der Marketinginvestitionen:

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previous chapter Quantitative Berücksichtigung der Langzeitwirkung von Marketingmaßnahmen
next chapter Kampagnen-Tracking und erfolgreiches Marketingcontrolling
Title
Auf die richtige Balance kommt es an: Image- vs. Performance-Marketing
Authors
Sascha Stürze
Markus Hoyer
Claudio Righetti
Matthias Rasztar
Copyright Year
2021
Book
Agiles Marketing Performance Management

Print ISBN: 978-3-658-34814-4

Electronic ISBN: 978-3-658-34815-1

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-3-658-34815-1_3
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