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Quantitative Berücksichtigung der Langzeitwirkung von Marketingmaßnahmen

In: Agiles Marketing Performance Management

Author

Listed:
  • Sascha Stürze

    (Analyx GmbH)

  • Markus Hoyer

    (Analyx GmbH)

  • Claudio Righetti

    (Analyx GmbH)

  • Matthias Rasztar

    (Dr. August Oetker Nahrungsmittel KG)

Abstract

Zusammenfassung Erst die Quantifizierung des Langfristeffekts (gemessen in Umsatz) ermöglicht die Berechnung des vollständigen Returns on Investment (ROI) im Marketing. Dennoch sind zahlreiche der aktuell verfügbaren Ansätze immer noch auf diesem Auge blind: viele traditionelle Marketing-Mix-Modelle fokussieren auf kurzfristige Saleseffekte, während langfristige Brand-Equity-Effekte – ganz unabhängig – über „weiche“ Zielgrößen wie Markenbekanntheit oder Relevant Set betrachtet werden.

Suggested Citation

  • Sascha Stürze & Markus Hoyer & Claudio Righetti & Matthias Rasztar, 2021. "Quantitative Berücksichtigung der Langzeitwirkung von Marketingmaßnahmen," Springer Books, in: Agiles Marketing Performance Management, chapter 2, pages 13-22, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-34815-1_2
    DOI: 10.1007/978-3-658-34815-1_2
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