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Kennzahlensysteme in Marketing und Verkauf: Gütekriterien, Grundprinzipien, Implementierung

In: Marketingcontrolling kompakt

Author

Listed:
  • Sven Reinecke

    (Universität St. Gallen)

  • Alexander Tombach

Abstract

Zusammenfassung Wenn der Wertbeitrag des Marketing belegt und optimiert werden muss (Hanssens & Pauwels, 2016; Mintz & Currim, 2013; Morgan et al., 2022; Rust et al., 2004), dann stehen die Themen Marketingkennzahlen und Kennzahlensysteme weit oben auf der Prioritätenliste des Managements. Nachfolgend werden Funktionen, Gütekriterien und Grundprinzipien für Marketing- und Verkaufskennzahlensysteme dargelegt. Auch die Gefahren einer einseitigen Kennzahlenorientierung werden beleuchtet. Des Weiteren wird die Implementierung eines Marketingkennzahlensystems anhand eines praktischen Beispiels erörtert.

Suggested Citation

  • Sven Reinecke & Alexander Tombach, 2025. "Kennzahlensysteme in Marketing und Verkauf: Gütekriterien, Grundprinzipien, Implementierung," Springer Books, in: Marketingcontrolling kompakt, edition 2, chapter 14, pages 121-149, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-47820-9_14
    DOI: 10.1007/978-3-658-47820-9_14
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