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Holistic Management Accounting of Brand Performance in the Consumer Goods Industry

  • Oliver Hupp
  • Franziska Rumpel
Chapter

Abstract

This contribution deals with the question how prospective marketing budgets can be allocated over the different communication channels as efficiently as possible. Differences between the various channels are analyzed. Measuring methods are presented, both for the effectiveness and efficiency of advertising campaigns. Besides that the author explains how to bring all of these factors into one holistic marketing steering system.

Keywords

Brand Brand image Management accounting Marketing Marketing budget allocation Marketing consumer goods industry 

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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Oliver Hupp
    • 1
  • Franziska Rumpel
    • 1
  1. 1.GfK SENurembergGermany

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