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Grundgedanken zum Controlling

In: Werbewirkung und Controlling im Content-Marketing

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  • Thomas Hörner

Abstract

Zusammenfassung Controlling ist nicht einfach nur Kontrolle. Das wäre ein grobes Missverständnis. Controlling dient der Erfassung von Daten und setzt Prozesse auf, um Content-Marketing und seine Werbewirkung zielgerichtet zu planen und zu steuern. Es gilt dabei klar zwischen den Begrifflichkeiten Messwert, Kennzahl, Performance Indicator (PI) und Key Performance Indicator (KPI) zu unterscheiden und geeignete Kennzahlensysteme aufzubauen.

Suggested Citation

  • Thomas Hörner, 2022. "Grundgedanken zum Controlling," Springer Books, in: Werbewirkung und Controlling im Content-Marketing, chapter 9, pages 189-197, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-37015-2_9
    DOI: 10.1007/978-3-658-37015-2_9
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