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Absatzcontrolling: Möglichkeiten und Umsetzung

Absatzcontrolling: Möglichkeiten und Umsetzung

          
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About the Book

Inhaltsangabe: Einleitung: Das Thema Absatzcontrolling ist ein relativ neues Fachgebiet, daher existiert bisher auch wenig Literatur dazu. Die meisten Abhandlungen sind in Form von Aufsätzen veröffentlicht, Lehrbücher sind fast nicht vorhanden. Der Begriff Absatzcontrolling oder synonym auch Marketingcontrolling legt von der Konstruktion des Begriffes eine Verwandtschaftsbeziehung zwischen den Bereichen Marketing und Controlling nahe. Daher wird im ersten Teil der Arbeit zunächst der allgemeine Controllingbegriff definiert und anschließend der Begriff des Absatzcontrollings als ein Teilbereich des Controllings. Gang der Untersuchung: Im zweiten Abschnitt werden die Ziele und Aufgaben des Absatzcontrollings betrachtet. Hierbei wird der Zweck des Absatzcontrollings festgestellt, das Tätigkeitsfeld des Absatzcontrollings beschrieben, in einen operativen und strategischen Bereich unterteilt und zu den Aufgaben des Marketing-Managements abgegrenzt. Im dritten Abschnitt wird auf die zur Aufgabenerfüllung benötigten Instrumente eingegangen. Diese werden in operative und strategische Instrumente unterschieden. Aus der Kategorie der strategischen Instrumente werden die Früherkennungssysteme, die Portfolioanalyse und das Marketing-Audit genauer analysiert. Von den operativen Instrumenten werden Kennzahlen und Kennzahlensysteme, die ABC-Analyse und die Deckungsbeitragsrechnung eingehend betrachtet. Im folgenden Abschnitt wird die Frage der Umsetzung des Absatzcontrollings im Unternehmen behandelt. Dazu werden verschiedene Konzepte einer organisatorischen Eingliederung in das Unternehmen vorgestellt und anschließend wird eine Auswertung vorgenommen, wann welches Konzept angewandt werden sollte. Abschließend findet eine Betrachtung des Standes der Umsetzung des Marketingcontrollings in der Praxis anhand von drei empirischen Studien statt. Aus den drei Studien werden die wichtigsten Ergebnisse zu den Bereichen „Verbreitung eines Marketingcontrollingsbereiches", „Unternehmen


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Product Details
  • ISBN-13: 9783838657660
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 91 gr
  • ISBN-10: 3838657667
  • Publisher Date: 22 Aug 2002
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Sub Title: Möglichkeiten und Umsetzung
  • Width: 148 mm


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