株式会社極東書店トップ ＞ 商品一覧 ＞ Marketing Management Control : Marketing Metrics, Marketing Analytics and Controlling Instruments to Ensure Effectiveness & Efficiency in Marketing Management. 2nd ed.
商品詳細
Marketing Management Control : Marketing Metrics, Marketing Analytics and Controlling Instruments to Ensure Effectiveness & Efficiency in Marketing Management. 2nd ed.
・ISBN 978-3-032-31331-7 paper EUR 37.99
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| 著者・編者 | Reinecke, Sven / Tombach, Alexander, |
|---|---|
| シリーズ | Business Guides on the Go |
| 出版社 | (Springer, GW) |
| 出版年月 | 2026.09 |
| ページ数 | 154 pp. |
| 言語 | ENG |
| ニュース番号 | ＜776-466＞ |
解説
For many companies, marketing is an area with high levels of investment, which is why the question of measurability is highly relevant. Managers see themselves under increasing internal accountability to prove the value contribution of marketing. Marketing management control is therefore ascribed an ever-increasing role with the aim of ensuring, proving and improving the effectiveness and efficiency of marketing management. Without clear evidence of success, it will be difficult to defend budgets in the future.
This publication deals with the basic principles and key instruments of effective marketing management control in the context of advancing technologization and digitalization in marketing. It discusses their possible applications in a practice-oriented manner and emphasizes aspects that have proven to be particularly relevant for companies in executive education at the University of St.Gallen (HSG).