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Management im Cockpit Dashboards für den Marketingerfolg

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  • Geis, Gerold

Abstract

Unternehmen stehen vor der Herausforderung, das verfügbare Marketingbudget bestmöglich einzusetzen, um die postulierten Marketingziele zu erreichen. Gut konzipierte Dashboards tragen dazu bei, das Erreichen dieser Ziele transparent im Blick zu behalten, potenzielle Stärken und Schwächen frühzeitig zu erkennen und geeignete Massnahmen abzuleiten.

Suggested Citation

  • Geis, Gerold, 2023. "Management im Cockpit Dashboards für den Marketingerfolg," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 40(1), pages 24-32.
    • Handle: RePEc:zbw:hsgmrs:280445
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    References listed on IDEAS

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    1. Paul Shrivastava, 1987. "Rigor and practical usefulness of research in strategic management," Strategic Management Journal, Wiley Blackwell, vol. 8(1), pages 77-92, January.
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