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Konzeption eines Marketing-Controlling-Systems für ein innovatives Start-Up der Technologiebranche: Ein Instrument des taktischen und strategischen Marketingmanagements

Konzeption eines Marketing-Controlling-Systems für ein innovatives Start-Up der Technologiebranche: Ein Instrument des taktischen und strategischen Marketingmanagements

          
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About the Book

Bachelorarbeit aus dem Jahr 2009 im Fachbereich BWL - Allgemeines, Note: 1,5, Europäische Fernhochschule Hamburg (Marketing), Sprache: Deutsch, Abstract: Das Unternehmen, für das diese Thesis geschrieben wurde, suchte nach einem Instrument, welches hilft, ihre innovativen Produktentwicklungen auch in wirtschaftlichen Erfolg umzusetzen. Vorgespräche ergaben, dass ein Marketing-Controlling-System diese Aufgabe lösen kann. Im Mittelpunkt steht damit ein Konzept, welches ein Finanzcontrolling aus der Perspektive des Marketings vorsieht, also Marketing- und Finanzperspektive kombiniert und dies in einer Form, die Fachbereichsmanagern ihren Einfluss auf die Profitabilitätslage des Gesamtunternehmens aufzeigt. Es liefert Daten zur finanziellen Performance der wesentlichen Gestaltungsobjekte des Marketings, wie z.B. bestimmter Marktsegmente, Produkte und Kunden und Regionen. Aufgabe dieser Thesis war es damit, ein individuelles Konzept zu entwickeln. Das Ergebnis dieser Entwicklung ergab ein Marketing-Controlling-System (MCS), das im Wesentlichen eine Mischung aus Profitabilitätsmanagement und Portfoliomanagement ist. Den Weg von der Anforderungsdefinition bis zur Entwicklung des Kennzahlensystems stellt diese Bachelor-Arbeit dar und gibt darüber hinaus u.a. Ausblicke auf eine Einbindung von IT-Systemen sowie moderne Performance-Management-Systeme. Sie wird zeigen, dass sich aus der Verbindung aus Marketing und Controlling wesentliche Managementinformationen gewinnen lassen, denn wie keine andere Funktion ist das Marketing das Tor zum Markt, dem entscheidenden Einflussfaktor der Unternehmensentwicklung. Vor allem in Zeiten in denen sich viele Unternehmen von einer Organisation nach Funktionen, Regionen oder Produktlinien auf eine Organisation nach Industriesektoren umstellen, ergibt sich für die Marketing/Controlling-Kombination eine ungeahnte Chance, Kunden und Shareholder gleichermaßen zufrieden zu stellen.


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Product Details
  • ISBN-13: 9783640542147
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 210 mm
  • ISBN-10: 3640542142
  • Publisher Date: 13 Apr 2010
  • Height: 297 mm
  • No of Pages: 92
  • Series Title: German
  • Weight: 245 gr


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Konzeption eines Marketing-Controlling-Systems für ein innovatives Start-Up der Technologiebranche: Ein Instrument des taktischen und strategischen Marketingmanagements
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Konzeption eines Marketing-Controlling-Systems für ein innovatives Start-Up der Technologiebranche: Ein Instrument des taktischen und strategischen Marketingmanagements
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