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Marketing-Controlling

In: Technischer Vertrieb

Author

Listed:
  • Michael Kleinaltenkamp

    (Freie Universität Berlin)

  • Samy Saab

    (BRUGG Rohrsysteme GmbH)

Abstract

Zusammenfassung Für die erfolgreiche Umsetzung aller Marketing-Aktivitäten im Business-to-Business-Bereich (B2B) ist neben der notwendigen Organisation auch ein entsprechendes Controlling der Aktivitäten notwendig. Dies umfasst neben der Kontrolle, ob und inwieweit die jeweiligen Ziele erreicht worden sind, die Koordination der Informationsversorgung der Entscheidungsträger sowie die Unterstützung der vielfältigen Planungsvorgänge. Die hierfür existierenden Ansätze werden in dem vorliegenden Kapitel erläutert.

Suggested Citation

  • Michael Kleinaltenkamp & Samy Saab, 2021. "Marketing-Controlling," Springer Books, in: Technischer Vertrieb, edition 2, chapter 0, pages 181-192, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-32512-1_6
    DOI: 10.1007/978-3-658-32512-1_6
    as

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