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Marketing Controlling
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Book Synopsis Strategic Marketing: Planning and Control by : Graeme Drummond
Download or read book Strategic Marketing: Planning and Control written by Graeme Drummond and published by Routledge. This book was released on 2007-06-01 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of a market-led orientation and a resource/asset-based approach to internal analysis and planning. The text provides a synthesis of key strategic marketing concepts in a concise and comprehensive way, and is tightly written to accommodate the reading time pressures on students. The material is highly exam focused and has been class tested and refined. Completely revised and updated, the second edition of Strategic Marketing: planning and control includes chapters on 'competitive intelligence', 'strategy formulation' and 'strategic implementation'. The final chapter, featuring mini case studies, has been thoroughly revised with new and up to date case material.
Book Synopsis Advertising Impact and Controlling in Content Marketing by : Thomas Hörner
Download or read book Advertising Impact and Controlling in Content Marketing written by Thomas Hörner and published by Springer Nature. This book was released on 2023-02-09 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: Content marketing is now a firmly established discipline in online marketing. But how exactly does content marketing work? What are the consequences for strategic content planning and what does valid content marketing controlling look like? This book goes beyond the usual tips on how to implement content marketing by asking what the fundamental effect of content marketing is on companies' customers and prospects. The author not only describes the requirements and procedures for the strategic design of content marketing, but also presents a comprehensive content marketing controlling framework based on the analyzed impact mechanisms. With this book, marketing managers receive a theoretical foundation of the discipline of content marketing as well as numerous recommendations for successful implementation in companies.
Book Synopsis Controlling Mergers and Market Power by : John Kwoka
Download or read book Controlling Mergers and Market Power written by John Kwoka and published by . This book was released on 2020-05-05 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is an important and timely contribution from a prominent antitrust economist and policy advisor. It has been many decades since questions about antitrust enforcement have been so prominent in political, economic, and scholarly debate. Mergers in countless industries, rising concentration throughout the economy, and the dominance of tech giants have brought renewed attention to the role and the responsibility of antitrust policy.
Book Synopsis Handbuch Marketing-Controlling by : Christopher Zerres
Download or read book Handbuch Marketing-Controlling written by Christopher Zerres and published by Springer-Verlag. This book was released on 2005-12-19 with total page 454 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ein effizientes Marketing gilt heute in den meisten Unternehmen als die entscheidende Erfolgsursache. Gleichzeitig stellt ein umfassendes Controlling – gerade auch in Zeiten stagnierender Märkte – das wichtigste betriebliche Steuerungsinstrument dar. Ziel dieses Handbuchs ist es, Managern in leitenden Funktionen von Unternehmen und Organisationen einen fundierten Überblick über diesen erfolgsrelevanten Bereich zu vermitteln. Das Buch behandelt Aspekte des strategischen und des operativen Marketing-Controllings sowie wichtige Fragen der Implementierung des Controllings. Die vorliegende dritte Auflage zeichnet sich durch hohe Fachkompetenz, große Aktualität und eine äußerst stringente und gleichzeitig komprimierte Form aus.
Book Synopsis Always On: Advertising, Marketing, and Media in an Era of Consumer Control by : Christopher Vollmer
Download or read book Always On: Advertising, Marketing, and Media in an Era of Consumer Control written by Christopher Vollmer and published by McGraw Hill Professional. This book was released on 2008-04-15 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Wall Street Journal Bestseller The Future is Now--Get Ready to Reap the Profits. We stand at the beginning of a consumer-centric age--an era with potentially enormous returns for leaders in marketing, advertising and media--if they get their approach right. The new media environment is “always on,” digitally accessible to audiences from anywhere at any time, and responsive to their control. As consumers get used to this, the world of marketing is shifting to one of constant experimentation, fine-grained insight through new metrics, and continual innovation of the visible advertising message, as well as the changing business infrastructure beneath it. The thought leaders at Booz & Company and strategy+business magazine have collaborated to create an up-to-the-minute exploration of this turbulent yet promising new digital era and its implications for corporate executives and marketing and advertising professionals. Giving you profiles of the best in the business and deep explorations of the most effective innovations and strategies in the marketing world, Always On introduces you to the companies that are reshaping the ways we will reach customers in the future. Their secrets are in this book, including how to: Match your messages to the right media Learn the leading strategies of consumer-centric pioneers Discover the lessons of laggard marketers Explore viral marketing Track advertising spending shifts Capture emerging opportunities in a world of constant change Master the new marketing metrics Engage your customers on their terms Figuring out the best mix of strategies for any brand requires experimentation, networking, innovation, analytics, and risk taking-qualities that have never been adequately nurtured in a marketer's traditional career path. Always On puts you at the front of the race for successful innovation, with the latest successful approaches and techniques--essential competitive knowledge in a marketing and advertising world that never quits.
Book Synopsis Marketing-Controlling by : Harald Ehrmann
Download or read book Marketing-Controlling written by Harald Ehrmann and published by . This book was released on 2015-11 with total page 450 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Marketing-Controlling by : Marion Halfmann
Download or read book Marketing-Controlling written by Marion Halfmann and published by Springer-Verlag. This book was released on 2017-09-28 with total page 132 pages. Available in PDF, EPUB and Kindle. Book excerpt: Dieses Lehrbuch vermittelt anwendungsorientiert die Grundlagen der Planung, Steuerung und Kontrolle im Absatzbereich. Nach einer kurzen Erläuterung der Begrifflichkeiten liegt der Schwerpunkt darauf, einen Überblick über die wichtigsten, konkreten Instrumente des Marketing-Controlling zu geben. Kurze Lerneinheiten, übersichtliche didaktische Module sowie die begleitende Lernkontrolle sorgen für eine nachhaltige Wissensvermittlung. Das Buch richtet sich damit an alle, die sich mit Fragen des Marketing-Controlling im Rahmen ihrer Aus- und Weiterbildung (auch im Nebenfach) sowie ihrer beruflichen Praxis auseinandersetzen.
Book Synopsis Marketing-Controlling by : Andreas Preißner
Download or read book Marketing-Controlling written by Andreas Preißner and published by Walter de Gruyter GmbH & Co KG. This book was released on 2020-03-23 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: Lehrbuch zum noch jungen Instumentarium des Controlling im unternehmerischen Funktionsbereich des Marketing.
Book Synopsis Strategic Marketing: Planning and Control by : Graeme Drummond
Download or read book Strategic Marketing: Planning and Control written by Graeme Drummond and published by Routledge. This book was released on 2007-06-01 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of a market-led orientation and a resource/asset-based approach to internal analysis and planning. The text provides a synthesis of key strategic marketing concepts in a concise and comprehensive way, and is tightly written to accommodate the reading time pressures on students. The material is highly exam focused and has been class tested and refined. Completely revised and updated, the second edition of Strategic Marketing: planning and control includes chapters on 'competitive intelligence', 'strategy formulation' and 'strategic implementation'. The final chapter, featuring mini case studies, has been thoroughly revised with new and up to date case material.
Book Synopsis Controller's Guide to Planning and Controlling Operations by : Steven M. Bragg
Download or read book Controller's Guide to Planning and Controlling Operations written by Steven M. Bragg and published by John Wiley & Sons. This book was released on 2005-08-19 with total page 386 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Controller's Guide to Planning and Controlling Operations is a comprehensive guide for controllers, CFOs, and budget managers who need to determine: The soundness of sales forecasts The best approach for setting product prices The profitability of customers and market segments Federal tax remittance rules The impact of a just-in-time system on inventory levels Packed with clear and realistic strategies, it helps create a coherent framework of financial plans that apply to the full breadth of ongoing corporate control systems, as well as illustrates: When to use labor and materials standards to control manufacturing How to control research and development costs How to grant appropriate credit levels to customers How to set up an effective capital budgeting process How to create a cost-of-capital calculation
Book Synopsis Marketing-Controlling by : M. Westphal
Download or read book Marketing-Controlling written by M. Westphal and published by GBI Genios Wirtschaftsdatenbank GmbH. This book was released on 2004-06-08 with total page 12 pages. Available in PDF, EPUB and Kindle. Book excerpt: Die häufig "bauchgesteuerten" Marketing-Entscheidungen müssen auf "harten" quantitativen Faktoren basieren, um ein Controlling zu ermöglichen. Die Erhebung des Markenwertes und sein kontinuierliches Controlling ist Grundvoraussetzung für Marketingeffizienz. Für Aktivitäten der Marketing-Kommunikation gibt es inzwischen geeignete Tools zur standardisierten Bewertung. Im Bereich der Media-Buchungen kann falsche Sparwut kontraproduktiv auf die Effektivität wirken. Marketing-strategisch und Sales-orientierte Prozesse und Entscheidungen können durch Software unterstützt werden.
Book Synopsis Marketing, Rhetoric and Control by : Christopher Miles
Download or read book Marketing, Rhetoric and Control written by Christopher Miles and published by Routledge. This book was released on 2018-04-19 with total page 363 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing, Rhetoric and Control investigates the tensions that surround the place of persuasion (and, more broadly, control) in marketing. Persuasion has variously been seen as an embarrassment to the discipline, a target for anti-marketing sentiment, the source of marketing’s value in the modern organisation, a mysterious black box inside the otherwise rational and logical endeavour of enterprise, and a rather insignificant part of the marketing programme. This book argues that this multifarious reputation for persuasion within marketing stems from the influence of two quite oppositional paradigms – the scientific and the magico-rhetorical – that ebb and flow across the discourses of its discipline and practice. Constructing an interface between original, challenging close readings of texts from the beginnings of the Western rhetorical tradition and an examination of the ways in which marketing has set about describing itself, this text argues for a Sophistic interpretation of marketing. From this perspective, marketing is understood as providing intermediary services to facilitate the continuing exchange of attention and regard between firm/client and stakeholders. It seeks to manage and direct this exchange through an appreciation of the changing rational and irrational motivations of the firm and stakeholders, using these as resources for the construction of both planned and improvised persuasive interactions in agonistic (or competitive) environments. This book is aimed primarily at researchers and academics working in the fields of marketing, marketing communications, and the related disciplines of marketing theory, critical marketing, and digital marketing. It will also be of value to marketing academics in business schools, including those working in the areas of media and communication studies who have an interest in commercial and corporate communication, brand use of interactive media, and communication theory.
Book Synopsis Introduction to Business by : Lawrence J. Gitman
Download or read book Introduction to Business written by Lawrence J. Gitman and published by . This book was released on 2024-09-16 with total page 1455 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond. This is an adaptation of Introduction to Business by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better ebook reading experience. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License.
Book Synopsis Aspekte Des Marketing Controllings (Aspects of the Marketing Controlling). by : Jozef Zbigniew Dziechciarz
Download or read book Aspekte Des Marketing Controllings (Aspects of the Marketing Controlling). written by Jozef Zbigniew Dziechciarz and published by . This book was released on 2013 with total page 7 pages. Available in PDF, EPUB and Kindle. Book excerpt: In dem vorliegenden Beitrag wird das Marketing Controlling im Prozeß der Umstrukturierung polnischen Unternehmen aufgezeigt. Controlling wird dabei als Kontrollfunktion gestellter Ziele und Aufgaben verstanden. aber auch als Annahme von Verbesserung Maßnahmen. Unabdingbare Voraussetzung für die erfolgreiche Funktion des Systems des Marketing Controllings sind genügende und schnelle Informationen und Informationsanalysen. Das System des Marketing Controllings bedient sich dreier bedeutender Methoden: Kostenanalyse, Analyse der Angaben über den Verkauf und Revision des Marketings. Erwähnt werden in diesem Beitrag aber auch die Erfahrungen mit dem Projekt PIMS.The following contribution illustrates the role of the marketing controlling in the restructuring process of Polish companies. Herein, the controlling is understood as the function of controlling of the set goals and tasks as well as the adopting of the corrective measures. Sustainable and swift information and the information analysis are necessary condition for the successful systems operation of the marketing controlling. The marketing controlling system considers three major methods: cost analysis, sales analysis and marketing auditing. The experience of the PIMS project is highlighted in this article.
Book Synopsis Marketing Management by : Philip Kotler
Download or read book Marketing Management written by Philip Kotler and published by . This book was released on 1988 with total page 822 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Strategic Marketing Management by : Richard M.S. Wilson
Download or read book Strategic Marketing Management written by Richard M.S. Wilson and published by Routledge. This book was released on 2012-08-06 with total page 884 pages. Available in PDF, EPUB and Kindle. Book excerpt: This third edition of Strategic Marketing Management confirms it as the classic textbook on the subject. Its step- by- step approach provides comprehensive coverage of the five key strategic stages: * Where are we now? - Strategic and marketing analysis * Where do we want to be? - Strategic direction and strategy formulation * How might we get there? - Strategic choice * Which way is best? - Strategic evaluation * How can we ensure arrival? - Strategic implementation and control This new revised and updated third edition has completely new chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix', and extensive new material covering: * The changing role of marketing * Approaches to analysing marketing capability * E-marketing * Branding * Customer relationship management * Relationship management myopia * The decline of loyalty The book retains the key features that make it essential reading for all those studying the management of marketing - a strong emphasis on implementation, up to date mini cases, and questions and summaries in each chapter to reinforce key points. Widely known as the most authoritative, successful and influential text in the sector, the new edition remains an irreplaceable resource for undergraduate and graduate students of business and marketing, and students of the CIM Diploma.
Book Synopsis Global Market Survey: Process Control Instrumentation, July 1975 by : United States. International Commerce Bureau
Download or read book Global Market Survey: Process Control Instrumentation, July 1975 written by United States. International Commerce Bureau and published by . This book was released on 1975 with total page 132 pages. Available in PDF, EPUB and Kindle. Book excerpt:
