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Produkt-Controlling

In: Handbuch Marketing-Controlling

Author

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  • Rainer Fischer

    (Hochschule Offenburg)

Abstract

Zusammenfassung Zentraler Baustein des Marketing ist die „facettenreiche“ Produktpolitik. Im nachstehenden Beitrag wird zunächst die Einordnung der Produktpolitik in den Zielkatalog des Marketing und des Unternehmens skizziert. Das Produkt-Controlling wird verstanden als zielgerichtete Unterstützung der Managementaufgaben im Kontext der Produktpolitik mittels passender Instrumente – Instrumente, die der Phase der Produktentstehung wie der Marktzyklusphase zuzuordnen sind. Erkennbar wird: es gibt ein umfangreiches Set an Methoden, die das Marketing-Management unterstützen und die Sicherstellung der Marketing-Effektivität und Marketing-Effizienz gewährleisten. Die Komplexität des Produkt-Controllings bedingt sich auch durch den ausreichenden Einbezug preis-, qualitäts- und markenpolitischer Informationen in die Zielkontrolle.

Suggested Citation

  • Rainer Fischer, 2021. "Produkt-Controlling," Springer Books, in: Christopher Zerres (ed.), Handbuch Marketing-Controlling, edition 5, pages 387-403, Springer.
    • Handle: RePEc:spr:sprchp:978-3-662-62837-9_17
    DOI: 10.1007/978-3-662-62837-9_17
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