Handbuch Marketing-Controlling
| Autor | Michael P. Zerres, Christopher Zerres |
| 9184841819 | |
| Idioma | Germany - English |
| Terminal correspondiente | Android|iPhone|iPad|PC |
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Lexikon Online ᐅMarketingcontrolling: Die Funktion des Marketingcontrollings besteht darin, die Effektivität und Effizienz einer marktorientierten Unternehmensführung sicherzustellen. Effektivität bezeichnet im weiteren Sinne die Wirksamkeit und somit den Output der Leistungserstellung: Werden vorgegebene Ziele erreicht?
Eine solche von ihrem ursprünglichen Gegenstand abgetrennte Marke finden wir beispielsweise in AEG. Die Marke ist ein Phantom, denn: Die AEG AG ist 1982 in die Insolvenz gegangen und wurde 1985 von Daimler übernommen. 1996 ging sie vollständig im Daimler-Konzern auf und wurde abgewickelt. 2004 schließlich hat Electrolux Global Brand Licensing die globalen Markenrechte erworben.
