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12. Controlling von Markenwissen, -stärke und -wert

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

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Zusammenfassung

Markencontrolling kann als eine (Teil-)Perspektive auf das Marketingcontrolling interpretiert werden. Alle Aspekte des Marketingcontrollings, die markenrelevant sind, sind somit auch Teil des Markencontrollings. Nachfolgend wird „Marke“ als Gesamtwahrnehmung einer markierten Angebotsleistung und ihren Nutzen durch den Kunden in Relation zu konkurrierenden Angeboten verstanden (Meffert et al., 2024, S. 361).

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previous chapter Strategisches Kundenwertcontrolling
next chapter Controlling des Marketing Mix mit Marketing Mix Modeling
Title
Controlling von Markenwissen, -stärke und -wert
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_12
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