Markencontrolling — Sicherstellung der Effektivität und Effizienz der Markenführung

Torsten Tomczak · Sven Reinecke · Philomela Kaetzke

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Marketing and Advertising Strategies Accounting and Organizational Management Corporate Governance and Management

Abstract

Controlling lässt sich nicht mit Rechnungswesen gleichsetzen. Schwerpunktverlagerungen in der Praxis (Horváth 1998, S. 75) zeigen, dass Controller keine (rein) historisch orientierten Buchhalter (Registratoren) mehr sind, sondern der zukunfts- sowie aktions- und somit managementorientierte Teil ihrer Tätigkeit zunimmt.

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1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1995Building Strong Brands 2013Imagery and Verbal Processes 1991Managing brand equity : capitalizing on the value of a brand name.1998Market-Based Assets and Shareholder Value: A Framework for Analysis 1993The Measurement and Determinants of Brand Equity: A Financial Approach 1996An empirical comparison of consumer-based measures of brand equity

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