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7. Engpässe 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

Beim Implementieren eines wirksamen Marketingcontrollings sehen sich Führungskräfte mit zahlreichen Herausforderungen konfrontiert. Im Rahmen der eingangs beschriebener Studie (vgl. Abschn. 1.1) wurde empirisch untersucht, welche Faktoren als größte Herausforderungen wahrgenommen werden. Dafür wurden die an der Studie teilnehmenden Führungskräfte gebeten, auf einer bipolaren Skala (1 = gar keine Herausforderung; 7 = sehr große Herausforderung) eine Liste an potenziellen Herausforderungen einzuordnen. Abb. 7.1 fasst die Ergebnisse zusammen.

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previous chapter Der Einfluss künstlicher Intelligenz auf die Aufgaben des Marketingcontrollings
next chapter Marketingbudgetierung
Title
Engpässe 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_7
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