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4. Entwicklungslinien des Marketingcontrollings: Von Kontrolle bis Artificial Intelligence

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

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Zusammenfassung

Für das Marketingcontrolling lassen sich sechs zentrale Entwicklungslinien und Trends erkennen (siehe u. a. Gleich, 2001, S. 11; Müller-Stewens, 1998, S. 37; Reinecke, 2004, S. 48), die auch zeigen, dass sich die Rationalitätsdefizite und somit die Schwerpunkte im Verlauf der letzten Jahre verschoben haben (siehe Abb. 4.1):

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previous chapter Aufgaben des Marketingcontrollings
next chapter Instrumente des Marketingcontrollings im Überblick
Title
Entwicklungslinien des Marketingcontrollings: Von Kontrolle bis Artificial Intelligence
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_4
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