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Erfolge messen

In: The ART of Marketing

Author

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  • Jochen Breuer-Steinbach

Abstract

Zusammenfassung Zu jeder erfolgreichen Marketingstrategie gehört zwangsläufig, Ergebnisse messbar machen zu können. Nur so ist man in der Lage nachzuvollziehen, inwieweit sich Marketinginvestitionen lohnen und kann zielgerichtet Veränderungen vornehmen. Doch was bedeutet Messbarkeit in diesem Zusammenhang genau und weshalb ist sie mehr als nur eine technische Spielerei? Wie kann sie praktisch umgesetzt werden, um fundierte Entscheidungen zu treffen und den Erfolg im Marketing nachweislich zu steigern? Dieses Kapitel gibt einen umfassenden Überblick über die Bedeutung, Methoden und Herausforderungen der Messbarkeit im Marketing.

Suggested Citation

  • Jochen Breuer-Steinbach, 2025. "Erfolge messen," Springer Books, in: The ART of Marketing, chapter 0, pages 149-164, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49781-1_4
    DOI: 10.1007/978-3-658-49781-1_4
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