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Einführung in das Marketing-Controlling Read chapter Read first chapter

2017 | OriginalPaper | Chapter

Brand Purchase Funnel

Authors : Christoph Burmann, Alexander Dierks, Tanja Fink

Published in: Handbuch Marketing-Controlling

Publisher: Springer Berlin Heidelberg

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Zusammenfassung

Der Brand (Purchase) Funnel ist in Wissenschaft und Praxis ein etabliertes Instrument des Markencontrollings. Dessen konzeptioneller Nutzen basiert auf der ganzheitlichen Bewertung des Kaufverhaltens von Konsumenten entlang mehrerer stilisierter Stufen des Entscheidungsprozesses. Darauf aufbauend ist für jede Stufe eine aggregierte, konkurrenzbezogene Messung der Marken-Performance möglich, welche die Grundlage eines regelmäßigen Markenaudits bilden kann.
Es stellt sich jedoch, insbesondere vor dem Hintergrund von Veränderungen im Konsumentenverhalten (z. B. Erfahrungsaustausch über Social Media Plattformen, Markensuche auf Online-Vergleichsportalen), die Frage, inwiefern das traditionelle Instrument weiterhin anwendbar ist. Im Anschluss an die Vorstellung des Modells und eine Diskussion seiner Limitationen, verfolgt dieser Beitrag das Ziel, konkrete Ansätze für eine differenziertere, praktisch relevante Anwendung des Funnels zu erarbeiten. Hierzu wird, auf Basis etablierter Theorien sowie voriger Ansätze zur Erweiterung des Modells, der Frage nachgegangen, welche Anforderungen („Propositionen“) eine nuanciertere Struktur des traditionellen Brand Funnels erfüllen sollte.

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Metadata
Title
Brand Purchase Funnel
Authors
Christoph Burmann
Alexander Dierks
Tanja Fink
Copyright Year
2017
Publisher
Springer Berlin Heidelberg
Book
Handbuch Marketing-Controlling

Print ISBN: 978-3-662-50405-5

Electronic ISBN: 978-3-662-50406-2

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-662-50406-2_15