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Kennzahlensysteme in Marketing und Verkauf: Gütekriterien, Grundprinzipien, Implementierung

In: Handbuch Marketing-Controlling

Author

Listed:
  • Sven Reinecke

    (Universität St. Gallen)

  • Gerold Geis

    (MPM St. Gallen AG)

Abstract

Zusammenfassung „Marketing muss sich messbar machen und seinen Wert belegen.“ Diese Forderung unterstreicht die in Wissenschaft und Praxis zunehmend wahrgenommene Notwendigkeit, den betriebswirtschaftlichen Wertbeitrag des Marketing kennzahlengestützt zu belegen und zu optimieren (vgl. z. B. Rust et al. 2004; Mintz und Currim 2013; Hanssens und Pauwels 2016). Dabei steht das Thema Marketingkennzahlen weit oben auf der Prioritätenliste des Managements. Im nachfolgenden Beitrag werden Funktionen, Gütekriterien und Grundprinzipien für Marketing- und Verkaufskennzahlensysteme dargelegt. Auch die Gefahren einer einseitigen Kennzahlenorientierung werden beleuchtet. Des Weiteren wird die Implementierung eines Marketingkennzahlensystems anhand eines praktischen Beispiels erörtert.

Suggested Citation

  • Sven Reinecke & Gerold Geis, 2021. "Kennzahlensysteme in Marketing und Verkauf: Gütekriterien, Grundprinzipien, Implementierung," Springer Books, in: Christopher Zerres (ed.), Handbuch Marketing-Controlling, edition 5, pages 151-177, Springer.
    • Handle: RePEc:spr:sprchp:978-3-662-62837-9_7
    DOI: 10.1007/978-3-662-62837-9_7
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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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