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ROMI-Quantifizierung mittels des digitalen Schattens

Author

Listed:
  • Gutsche, Jörg
  • Löber, Gerrit
  • Nagel, Christoph
  • Schmäh, Marco

Abstract

Die meisten Unternehmen steuern ihr operatives Marketing, ohne die Effektivität und die Effizienz der dabei eingesetzten Instrumente zu quantifizieren – in Anbetracht der Höhe typischer Marketingbudgets ein kritischer Befund. Wie kann man hier Abhilfe schaffen? Ein Blick auf eines der Schlüsselkonzepte von Industrie 4.0 zeigt einen möglichen Weg auf.

Suggested Citation

  • Gutsche, Jörg & Löber, Gerrit & Nagel, Christoph & Schmäh, Marco, 2017. "ROMI-Quantifizierung mittels des digitalen Schattens," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 34(4), pages 76-83.
    • Handle: RePEc:zbw:hsgmrs:275927
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    References listed on IDEAS

    as
    1. V. Kumar & Werner Reinartz, 2018. "Customer Relationship Management," Springer Texts in Business and Economics, Springer, edition 3, number 978-3-662-55381-7, December.
    2. V. Kumar & Werner Reinartz, 2012. "Strategic Customer Relationship Management Today," Springer Texts in Business and Economics, in: Customer Relationship Management, edition 2, chapter 1, pages 3-20, Springer.
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