Operationale Entscheidungshilfen für die Marketingplanung

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This work explores the theoretical framework of information behavior within companies as a foundation for effective marketing planning. It emphasizes the importance of decision aids in marketing and examines the role of information systems in this process. The text is divided into several sections, including selected decision aids in marketing planning, which covers topics like information gathering and sales forecasting, contrasting Bayesian and classical statistics, and various forecasting methods. Further, it delves into product and pricing strategies, discussing tools such as the morphological box for product development, the creation of scoring models, and innovative pricing approaches like the Nielsen PAKOM model. It also addresses market psychological issues in pricing and competitive bidding models, highlighting the significance of pricing in industrial marketing. The work continues with distribution and structural policies, focusing on defining retail catchment areas, decision structures in physical distribution, and methods for managing sales teams. It also examines communication policies, presenting models and concepts for decision calculus, advertising effectiveness, and the impact of time intervals on recall measurement. Finally, it discusses systems of decision aids in marketing planning, including a closed system for sales controlling and approaches for a marketing information system (MIS). The text concludes