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3. Aufgaben des Marketingcontrollings

  • 2025
  • OriginalPaper
  • Chapter
Published in:
Authors
Sven Reinecke
Alexander Tombach
Published in
Marketingcontrolling kompakt
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Der Regelkreis von Marketingentscheidungen lässt sich in Anlehnung an das St. Galler Management-Modell (Rüegg-Stürm & Grand, 2020; Ulrich & Krieg 1972) sowie die Controllingliteratur (Reinecke & Janz, 2007; Weber, 1999; Weber & Schäffer, 2022) wie in Abb. 3.1 gezeigt skizzieren.

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previous chapter Marketingcontrolling als Sicherstellen von Effektivität und Effizienz des Marketing
next chapter Entwicklungslinien des Marketingcontrollings: Von Kontrolle bis Artificial Intelligence
Title
Aufgaben des Marketingcontrollings
Authors
Sven Reinecke
Alexander Tombach
Copyright Year
2025
Book
Marketingcontrolling kompakt

Print ISBN: 978-3-658-47819-3

Electronic ISBN: 978-3-658-47820-9

Copyright Year: 2025

DOI
https://doi.org/10.1007/978-3-658-47820-9_3
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