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1. Die Frage nach dem „Return on Marketing“

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

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Zusammenfassung

Marketing ist für viele Unternehmen ein Bereich mit hohen Investitionsbeträgen, weshalb die Frage nach der Messbarkeit eine hohe Relevanz hat (Hanssens & Pauwels, 2016; Mintz & Currim, 2013; Morgan et al., 2022; Rust et al., 2004; Reinecke, 2004). Führungskräfte sehen sich einer zunehmenden, internen Rechenschaftspflicht ausgesetzt, den (finanziellen) Wert des Marketing nachzuweisen (Moorman & Finch, 2022). 99 % der Chief Marketing Officer und Markenführungskräfte geben in einer aktuellen Studie an, dass der Nachweis des „Return on Marketing Investment“ ein Thema ist, das sie stark beschäftigt (Marketing Charts, 2023).

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next chapter Marketingcontrolling als Sicherstellen von Effektivität und Effizienz des Marketing
Title
Die Frage nach dem „Return on Marketing“
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_1
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