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Paradigmenwechsel bei der Return-on-Marketing-Planung

Author

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  • Brekenfeld, Arne
  • Lamsfuss, René

Abstract

Die zunehmende Digitalisierung der Medien und die einhergehenden Veränderungen haben die Komplexität der Analyse des Return on Investment als zentralen Nachweis für die Marketingeffizienz gesteigert. Wie sehen aktuelle und zukünftige Lösungen in einer sich immer schneller verändernden technologischen Landschaft aus? Wie stellt man alle Einflussfaktoren auf den RoI und den Einsatz in der Marketingstrategie sicher?

Suggested Citation

  • Brekenfeld, Arne & Lamsfuss, René, 2023. "Paradigmenwechsel bei der Return-on-Marketing-Planung," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 40(1), pages 14-23.
    • Handle: RePEc:zbw:hsgmrs:280444
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