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Controlling in Kreativagenturen

Controlling in Kreativagenturen


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About the Book

Inhaltsangabe: Einleitung: Problematik: Werbeagenturen stehen als kreative Dienstleister der Marketingabteilungen von Unternehmen stets unter Rechtfertigungsdruck ob die, von den Auftraggebern oft als zu hoch empfundenen, Honorare gerechtfertigt seien oder nicht. Sicher ist, dass Werbung für den Unternehmenserfolg genauso wichtig ist, wie ein gutes Produkt, das am Markt nachgefragt wird und die interne effiziente Verwendung von Kapital, das in einem günstigen, möglichst effektiven Verhältnis von Leistungserbringung (Input) zum fertigen Produkt/ Dienstleistung (Output) stehen soll. Diesem Rechtfertigungsdruck sieht sich der Inhaber bzw. Geschäftsführer ausgesetzt, sei es, bei Verhandlungen mit Neukunden, Jahresvertragsverhandlungen bestehender Kunden oder der Kalkulation von Projekten. In der Regel sind an der Leistungserstellung einer größeren Kreativagentur zahlreiche Abteilungen und Personen mit Einzelentscheidungen beteiligt, die der Geschäftsführer selbst nicht mehr zu überblicken vermag. Stattdessen muss sichergestellt sein, dass durch ein institutionalisiertes Controlling jeder Etat-Verantwortliche oder Kundenberater stets im Sinne des Managements handelt, ohne, dass dieser bei jedem kleinen Prozessschritt erneut hinzugezogen werden muss. Daher ist es aus wirtschaftlichen Aspekten unabdingbar, ein funktionierendes Controlling innerhalb einer Agentur zu etablieren, das nicht nur innerbetriebliche Prozesse aus Kostensicht überwacht, sondern das komplexe Umfeld der Agentur berücksichtigt und als Frühwarnsystem dem Management stets einen Überblick über sämtliche relevante Informationen sowohl zu Soll-Ist Vergleichen, als auch als Basis der strategischen Entscheidungsfindung liefert. Kreativagenturen, die eine gewisse Größe erreicht haben und durch ihren Fokus auf besonders kreative Arbeit erfolgreich wurden, kommen irgendwann in eine Wachstumsphase, an der ein Umdenken des Managements erforderlich ist. Eine ehemals gut funktionierende 10 Mann Agentur funktioniert


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Product Details
  • ISBN-13: 9783842840683
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 127 gr
  • ISBN-10: 3842840683
  • Publisher Date: 19 Dec 2013
  • Height: 210 mm
  • No of Pages: 50
  • Series Title: German
  • Sub Title: Welche Handlungsempfehlungen können einer inhabergeführten Werbeagentur gegeben werden?
  • Width: 148 mm


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