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Die Rolle Der Marketingabteilung Im Unternehmen: Eine Branchenübergreifende Empirische Untersuchung
Paperback
Series: Integratives Marketing - Wissenstransfer Zwischen Theorie Un
Investing & FinanceManagementMarketing
ISBN13: 9783658052980
Publisher: Springer Gabler
Published: Apr 23 2014
Pages: 194
Weight: 0.63
Height: 0.49 Width: 5.83 Depth: 8.27
Language: German
Auf Basis von umfassenden Literaturauswertungen liefert Philipp H. Grimm eine definitorische Herleitung von Einfluss und systematisiert die bisherigen Erkenntnisse zum Einfluss der Marketingabteilung. Unter Nutzung von ökonomischen und verhaltenswissenschaftlichen Theorien stellt er einen theoretisch-konzeptionellen Bezugsrahmen dar. Zur Überprüfung des Untersuchungsmodells führt Philipp H. Grimm eine schriftliche Befragung durch und zeigt, dass der Einfluss der Marketingabteilung noch immer substanziell ist. Mithilfe einer Kausalanalyse analysiert der Autor, wie sich der Einfluss der Marketingabteilung auf die Unternehmensperformance auswirkt und durch welche marketingorganisationalen Konstrukte der Einfluss der Marketingabteilung determiniert wird.
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