Online-Controlling
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Online-Controlling: Konzept, Aufgabenfelder und Instrumente(Advanced Controlling)

Online-Controlling: Konzept, Aufgabenfelder und Instrumente(Advanced Controlling)


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About the Book

Wie funktioniert Website-, SEO-, SEA-, E-Mail-Marketing- oder Social-Media-Controlling und was ist dabei zu beachten? Welche Anforderungen sollte ein "Online-Controller" erfüllen? Die Antworten finden Sie in dem neuen Advanced-Controlling-Band von Jürgen Weber und Daniel Stein.

Table of Contents:
Vorwort 7 1 Was verstehen wir unter einem »Online-Controlling«? 9 2 Welche Funktion hat eine Website und wie ist sie strukturiert? 11 3 Zielgruppen-Definition und -Potenzial 15 Uberblick: Woruber reden wir bei Zielgruppen? 15 Zielgruppen im Bereich Suchmaschinen 16 Zielgruppen im Bereich Social-Media-Marketing und E-Mail-Marketing 19 4 Website-Controlling 21 Uberblick: Woruber reden wir beim Website-Controlling? 21 Was ist bei der Gestaltung einer Website zu beachten? 24 Wie misst man den Erfolg im Website-Controlling? 25 5 SEO-Controlling 27 Uberblick: Woruber reden wir beim SEO-Controlling? 27 Was ist bei der SEO-Arbeit zu beachten? 30 Wie misst man den Erfolg der SEO-Maßnahmen? 33 6 SEA-Controlling 35 Uberblick: Woruber reden wir beim SEA-Controlling? 35 Was ist bei der Gestaltung von Werbekampagnen zu beachten? 38 Wie misst man den Erfolg von Werbekampagnen? 39 7 E-Mail-Marketing-Controlling 41 Woruber reden wir beim E-Mail-Marketing? 41 Was ist bei der Gestaltung von Mailing-Kampagnen zu beachten? 42 Wie misst man den Erfolg von Mailings? 42 8 Social-Media-Controlling 45 Woruber reden wir beim Social-Media-Controlling? 45 Was ist bei der Gestaltung von Social-Media-Kampagnen zu beachten? 46 Wie misst man den Erfolg von Social-Media-Kampagnen? 48 9 Das Gesamtbild des Online-Controllings 49 10 Online-Controlling: Mit oder ohne Controller? 51 11 Lessons Learned 53 Literatur 55 Stichwortverzeichnis 57 In eigener Sache 59

About the Author :
Prof. Dr. Dr. h. c. Jürgen Weber lehrt Controlling an der WHU - Otto Beisheim School of Management in Vallendar. Er ist Mitherausgeber der Zeitschrift Controlling & Management Review (CMR) sowie Autor zahlreicher Fachartikel und Bücher, unter anderem der "Einführung in das Controlling". Darüber hinaus ist er einer der Gründungspartner der Managementberatung CTcon. Daniel Stein ist Online Marketing Manager am Institute of Management Accounting and Control an der WHU - Otto Beisheim School of Management und Gründer der Finanzprodukt-Vergleichsplattform Vergleich24.at in Österreich sowie der Webagentur BeOnline in Urbar bei Koblenz.


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Product Details
  • ISBN-13: 9783527509706
  • Publisher: Wiley-VCH Verlag GmbH
  • Publisher Imprint: Blackwell Verlag GmbH
  • Height: 240 mm
  • No of Pages: 60
  • Series Title: Advanced Controlling
  • Sub Title: Konzept, Aufgabenfelder und Instrumente
  • Width: 170 mm
  • ISBN-10: 3527509704
  • Publisher Date: 06 Mar 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 113 gr


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