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Einsatz des Werbecontrolling

Einsatz des Werbecontrolling

Volker Janßen

72,04 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
1999
Materia
Economía
ISBN:
9783409115247
72,04 €
IVA incluido
Disponible

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Sobre IBD

Der Autor entwickelt ein Controllingkonzept für die Umsetzung klassischer Werbebudgets. Controllinggegenstand bildet eine Erfolgskette der Werbung, die sich aus einer Entscheidungs- und einer Wirkungskette zusammensetzt. Anhand eines darauf aufbauenden Simulationsmodells weist der Autor nach, daß eine Übertragung der Controllingfunktion auf die Mediawerbung wesentlich zur Verbesserung der Planung und Kontrolle der werblichen Erfolgskette und somit zur Generierung wirtschaftlichkeitsorientierter Werbeentscheidungen beitragen kann.

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