Marketing Assessment

Marketing Assessment
Abschätzen der Folgewirkungen von Marketingentscheidungen, die sich in folgenden Schritten vollzieht: (1) Bestimmung der relevanten Dimensionen der Marketingstrategie, (2) Abschätzen der Wirkungen der geplanten Marketingstrategie hinsichtlich der zu erwartenden ökonomischen, politisch-rechtlichen, öffentlichen und ökologischen Folgen, (3) Abschätzen möglicher Rückwirkungen auf das gesamte Unternehmen, (4) Bewertung der Folgewirkungen, (5) Formulieren von strategischen Handlungsalternativen (zur Vermeidung erwarteter negativer Folgewirkungen für das Unternehmen).

Lexikon der Economics. 2013.

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