Marketing Controlling

Ralf T. Kreutzer
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Ralf T. Kreutzer: Hochschule für Wirtschaft und Recht

Chapter 7 in Practice-Oriented Marketing, 2023, pp 479-491 from Springer

Abstract: Abstract In this chapter, the reader learns to recognize the important role of marketing controlling, to distinguish between the tasks of strategic and operational marketing controlling, to recognize the relevance of marketing auditing and to use it in a goal-oriented manner, to master instruments of strategic and operational marketing controlling and to use methods of instrumental auditing.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-39717-3_7

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DOI: 10.1007/978-3-658-39717-3_7

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