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9. Marketingaudit

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

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Zusammenfassung

Vorsorgeuntersuchungen in der Medizin haben sich bewährt. Im Marketing sind solche vorsorglichen Überprüfungen dagegen kaum üblich. Dabei liegen die objektiven Vorteile ebenso wie bei medizinischen Vorsorgeuntersuchungen eigentlich auf der Hand: Gerade für einen so dynamischen Bereich wie das Marketing ist es von Zeit zu Zeit sinnvoll, sich die grundlegende Frage zu stellen: Sind unsere Maßnahmen in den Bereichen Marketing und Verkauf tatsächlich effektiv und effizient?

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previous chapter Marketingbudgetierung
next chapter Marketing als Treiber des Shareholder-Value
Title
Marketingaudit
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_9
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