IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-8349-6958-3_12.html
   My bibliography  Save this book chapter

Direktmarketing-Planung

In: Direktmarketing-Management

Author

Listed:
  • Bernd W. Wirtz

Abstract

Zusammenfassung Als Planung im betriebswirtschaftlichen Sinn bezeichnet man das ordnende und gestaltende Vorausdenken für zukünftig ablaufende wirtschaftliche Prozesse im Unternehmen.Zentrales Merkmal der Planung ist dabei ein ganzheitliches, vernetztes Denken, das alle Planungsteilbereiche - in der Regel handelt es sich dabei um Planungen für verschiedene Bereiche des Unternehmens - einbezieht und koordiniert. Planvolles Wirtschaften anstelle spontaner und improvisierender Entscheidungen ist unerlässlich, um den Unternehmenserfolg dauerhaft sichern zu können.Die Planung als „Nachdenken darüber, was erreicht werden soll und wie es am besten zu erreichen ist“ , bildet den logischen Ausgangspunkt von Managementprozessen im Allgemeinen. Die Direktmarketing-Planung stellt somit konsequenterweise die erste Phase im Rahmen des Direktmarketing-Prozesses dar.

Suggested Citation

  • Bernd W. Wirtz, 2012. "Direktmarketing-Planung," Springer Books, in: Direktmarketing-Management, edition 3, chapter 2, pages 200-245, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-6958-3_12
    DOI: 10.1007/978-3-8349-6958-3_12
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-8349-6958-3_12. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.