haku: @journal_id 101 / yhteensä: 1491
viite: 175 / 1491
Tekijä: | Kloock, J. Dierkes, S. |
Otsikko: | Neuere Entwicklungen im Marketing-Controlling |
Lehti: | Zeitschrift für Betriebswirtschaft
2002 : VOL. 72, Ergänzungsheft 1, p. 169-190 |
Asiasana: | Marketing Control |
Kieli: | ger |
Tiivistelmä: | In his latest publications Hermann Sabel has, among other aspects, traced out the fundamental structures, concepts, and milestones of recent developments in marketing-controlling. In these publications Hermann Sabel describes a fourfold change of paradigms in the development of enterprise behaviour. This change leads to specific, new problems in marketing-controlling, which are the coordination of interior and exterior view as well as the connection of instruments and processes, of strategies and optimizations, and of reality and virtuality. |
SCIMA