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Online-Marketing-Controlling

In: Handbuch Marketing-Controlling

Author

Listed:
  • Christopher Zerres

    (Hochschule Offenburg)

  • Dieter K. Tscheulin

    (Universität Freiburg)

  • Kai Israel

    (Hochschule Offenburg)

Abstract

Zusammenfassung Vor dem Hintergrund der zentralen Bedeutung von Online-Marketing-Maßnahmen vor allem im Kontext der Kommunikationspolitik und den hieraus resultierenden steigenden Investitionen werden in dem vorliegenden Beitrag verschiedene Online-Marketing-Controlling-Instrumente vorgestellt. Die Darstellung baut auf einem Strukturierungsrahmen auf, um eine Kategorisierung und sinnvolle Beschreibung der Vielzahl an Instrumenten zu gewährleisten. Darüber hinaus wird in dem Beitrag ein umfassender Prozess für das Online-Marketing-Controlling dargestellt.

Suggested Citation

  • Christopher Zerres & Dieter K. Tscheulin & Kai Israel, 2021. "Online-Marketing-Controlling," Springer Books, in: Christopher Zerres (ed.), Handbuch Marketing-Controlling, edition 5, pages 295-312, Springer.
    • Handle: RePEc:spr:sprchp:978-3-662-62837-9_13
    DOI: 10.1007/978-3-662-62837-9_13
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