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    Kundenwertbasierte Effizienzmessung: Der Beitrag von Marketingmaßnahmen zur Unternehmenswerterhöhung in der Automobilindustrie (German Edition)

     
    From Nadine Carmen Schneider
    Only 1 items left in stock
    Kundenwertbasierte Effizienzmessung: Der Beitrag von Marketingmaßnahmen zur Unternehmenswerterhöhung in der Automobilindustrie (German Edition)

    Description

    Nadine C. Schneider entwickelt ein Modell zur Messung der Gesamtmarketingeffizienz. Sie zieht den Kundenwert als Marketingoutput heran und überwindet so die Defizite traditioneller Performancemaße, die entweder keinen Bezug zum Shareholder Value aufweisen oder die Messung einzelner Marketingmaßnahmen nicht zulassen. Ihr ganzheitliches Kundenwertmodell wendet die Autorin im Rahmen einer Längsschnittstudie empirisch zur Effizienzmessung an.

    Product details

    EAN/ISBN:
    9783835007048
    Edition:
    2007
    Medium:
    Paperback
    Number of pages:
    352
    Publication date:
    2012-02-27
    Publisher:
    Deutscher Universitätsverlag
    Languages:
    german
    EAN/ISBN:
    9783835007048
    Edition:
    2007
    Medium:
    Paperback
    Number of pages:
    352
    Publication date:
    2012-02-27
    Publisher:
    Deutscher Universitätsverlag
    Languages:
    german

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