Holistic Management Accounting of Brand Performance in the Consumer Goods Industry

Oliver Hupp and Franziska Rumpel
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Oliver Hupp: GfK SE
Franziska Rumpel: GfK SE

A chapter in Performance Management in Retail and the Consumer Goods Industry, 2019, pp 341-367 from Springer

Abstract: Abstract This contribution deals with the question how prospective marketing budgets can be allocated over the different communication channels as efficiently as possible. Differences between the various channels are analyzed. Measuring methods are presented, both for the effectiveness and efficiency of advertising campaigns. Besides that the author explains how to bring all of these factors into one holistic marketing steering system.

Keywords: Brand; Brand image; Management accounting; Marketing; Marketing budget allocation; Marketing consumer goods industry (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-12730-5_23

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DOI: 10.1007/978-3-030-12730-5_23

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