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Controlling & Management Review

Datenbasiertes Marken-Controlling

  • 01-11-2020
  • Information & Technologie
Published in:
Author
Stefan Sambol
Published in
Controlling & Management Review | Issue 8/2020

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Excerpt

Wer seine Marke erfolgreich positionieren und den Markenwert steigern möchte, sollte alle verfügbaren Daten zur Marke genauestens analysieren. Big Data und digitale Instrumente helfen dabei, detaillierte Informationen zu erhalten. Das Controlling bekommt so Hinweise auf Optimierungsmöglichkeiten und das dadurch zu erwartende Umsatzwachstum. …

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previous article Heuristiken zur Ermittlung der Eigenkapitalrendite
next article In Kürze
Title
Datenbasiertes Marken-Controlling
Author
Stefan Sambol
Publication date
01-11-2020
Publisher
Springer Fachmedien Wiesbaden
Published in
Controlling & Management Review / Issue 8/2020
Print ISSN: 2195-8262
Electronic ISSN: 2195-8270
DOI
https://doi.org/10.1007/s12176-020-0335-8

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