Marketing Targets

Ralf T. Kreutzer
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Ralf T. Kreutzer: Hochschule für Wirtschaft und Recht

Chapter 3 in Practice-Oriented Marketing, 2023, pp 145-185 from Springer

Abstract: Abstract In this chapter, the reader learns to recognize the relevance of targets for marketing and beyond, to implement specific requirements for target formulation, to understand different target concepts in their meaning, to use the brand value chain as a target framework, to evaluate key performance indicators for different phases of the brand value chain with regard to their relevance, and to understand the meaning and structure of a balanced scorecard for the company and marketing.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-39717-3_3

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DOI: 10.1007/978-3-658-39717-3_3

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