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Marketingcontrolling in der Unternehmenspraxis

In: Handbuch Controlling

Author

Listed:
  • Sven Reinecke

    (Universität St. Gallen)

  • Alexander Tombach

    (Universität St. Gallen)

Abstract

Zusammenfassung Der vorliegende Beitrag fasst die Ergebnisse einer umfassenden empirischen Studie zum MarketingcontrollingMarketingcontrolling im deutschsprachigen Raum zusammen. Es wird analysiert, welche Instrumente, Verfahren und Kennzahlen des Marketingcontrollings in der Praxis tatsächlich eingesetzt werden – und ob sich besonders erfolgreiche Unternehmen von weniger erfolgreichen diesbezüglich unterscheiden. Es zeigt sich, dass in zahlreichen Bereichen des Marketingcontrollings nach wie vor große Umsetzungsherausforderungen bestehen. Mit anderen Worten: Bei der Implementierung von Marketingcontrolling herrscht eine Lücke zwischen verfügbaren theoretisch-konzeptionellen Ansätzen und der Anwendung in der unternehmerischen Praxis.

Suggested Citation

  • Sven Reinecke & Alexander Tombach, 2022. "Marketingcontrolling in der Unternehmenspraxis," Springer Books, in: Wolfgang Becker & Patrick Ulrich (ed.), Handbuch Controlling, edition 2, pages 179-204, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-26431-4_17
    DOI: 10.1007/978-3-658-26431-4_17
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    Cited by:

    1. Tombach, Alexander & Reinecke, Sven, 2023. "Digitales Marketing: Integrierte Erfolgsmessung - Wie der strategische Einsatz von Digital-Analytics-Instrumenten gelingt," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 40(1), pages 6-13.

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