December 2014
Beginner to intermediate
706 pages
24h 45m
German
Content preview from Marketing-Management in der Hotellerie, 3rd Edition
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Das Zero-Based-Budgeting und die Balanced Scorecard als Instrumente des hotelleriespezifischen Marketing-Controllings: Einführung in Privathotels
1 Ausgangssituation
„Marketing-Controlling“ wird in der betriebswirtschaftlichen Literatur im Detail sehr unterschiedlich definiert, setzt es sich doch aus den Begriffen „Marketing“ und „Controlling“ zusammen, zentralen Forschungsgegenständen, die wiederum vielfältig charakterisiert werden. Nichtsdestotrotz kann der Mehrzahl der Definitionsversuche entnommen werden, dass es weitestgehend die zahlenbasierte Planung, Steuerung und Kontrolle von marketingbezogenen Aktivitäten ist. In anderen Worten steht hier im Mittelpunkt, dem Marketing durch das ...
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