Werbebudgetierung in der Praxis

Name: Werbebudgetierung in der Praxis
Brand: Atlantic Books
SKU: 9783638675437
Price: 5668.0 INR
Availability: InStock

by Michael Gräßel , Manuel Kuntzke

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ISBN13: 9783638675437
Binding: Paperback
Subject: N/A
Publisher: Grin Verlag
Publisher Imprint: Grin Verlag
Publication Date: July 26, 2007
Pages: 102
Original Price: USD 67.5
Language: German
Edition: N/A
Item Weight: 146 grams
BISAC Subject(s): Marketing / General

About The Book

Diplomarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Helmut-Schmidt-Universität - Universität der Bundeswehr Hamburg (Professur für Betriebswirtschaftslehre, insbesondere Marketing), Veranstaltung: Marketing, Sprache: Deutsch, Abstract: Das Ziel dieser Arbeit war es, vor dem Hintergrund in der Literatur diskutierter Ansätze die aktuell vorherrschende Budgetierungspraxis für den Bereich Werbung mit Hilfe einer empirischen Erhebung zu untersuchen und zu evaluieren. Jährlich investieren Unternehmen in Deutschland etwa 30 Milliarden Euro in die Werbung, wobei die Entwicklung über die vergangenen Jahre und die Prognosen für die Zukunft eine steigende Tendenz aufweisen. Die am stärksten werbetreibenden Unternehmen erreichen inzwischen Budgets von 350 Millionen Euro und mehr. Parallel zu dieser Entwicklung zeigen aktuelle Studien, dass ein wesentlicher Teil der Marketingleiter bei der Budgetierung unsystematisch vorgeht. Diese Gegenüberstellung provoziert die Frage, auf welcher Entscheidungsgrundlage das Management Werbebudgets festlegt und alloziert. Wie die Literatur dokumentiert, existiert eine gro e Vielfalt in der Praxis etablierter und von der Wissenschaft empfohlener Budgetierungsmethoden. Die Art und der Anspruch der einzelnen Methoden differiert dabei zwischen einfachen Daumenregeln, wie der Bestimmung des Werbebudgets als einen Prozentsatz vom Erlös, bis hin zu mathematischstatistischen Verfahren, die durch den Anspruch, die Praxis in Form eines Modells abzubilden, teilweise ein hohes Ma an Komplexität aufweisen. Diese Methoden eignen sich demnach in unterschiedlicher Weise für die Verwendung in der Budgetierungspraxis.

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