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10. Marketing als Treiber des Shareholder-Value

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

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Zusammenfassung

Wird die Unternehmensstrategie am Shareholder Value ausgerichtet, so hat dies keine Neudefinition des Marketing zur Folge. Dennoch kommt es zu einer gewissen Erweiterung und Akzentverschiebung (Abb. 10.1), weil Ansprüche der Shareholder die zentrale Messlatte für die Effektivität einer Marketingstrategie werden.

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previous chapter Marketingaudit
next chapter Strategisches Kundenwertcontrolling
Title
Marketing als Treiber des Shareholder-Value
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_10
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