Business analytics in marketing controlling
- Digitalization is changing business models and operational processes. At the same time, improved data availability and powerful analytical methods are influencing controlling and increasingly require the use of statistical and information technology skills and knowledge. Using a case study from marketing controlling, the article shows the use of business analytics methods and addresses the tasks of controlling in the digital age.
| Author: | Markus Ilg, Alexander Baumeister |
|---|---|
| DOI: | https://doi.org/10.1007/978-3-658-41524-2 |
| ISBN: | 978-3-658-41523-5 |
| ISBN: | 978-3-658-41524-2 |
| Parent Title (English): | The digitalization of management accounting. Use cases from theory and practice |
| Subtitle (English): | A case study for the automotive market |
| Publisher: | Springer |
| Place of publication: | Wiesbaden |
| Editor: | Imke Keimer, Ulrich Egle |
| Document Type: | Part of a Book |
| Language: | English |
| Year of publication: | 2023 |
| Release Date: | 2024/01/29 |
| Tag: | Business Analytics; Controlling |
| Number of pages: | 16 |
| First Page: | 127 |
| Last Page: | 142 |
| Organisationseinheit: | Wirtschaft |
| DDC classes: | 300 Sozialwissenschaften |
| JEL-Classification: | M Business Administration and Business Economics; Marketing; Accounting |
| Open Access?: | nein |
| Peer review: | wiss. Beitrag, nicht peer-reviewed |
| Publicationlist: | Ilg, Markus |
