Marketing Controlling

Manfred Bruhn ()
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Manfred Bruhn: Faculty of Business and Economics, University of Basel

Chapter Chapter 10 in Principles of Marketing, 2025, pp 273-282 from Springer

Abstract: Abstract In this chapter, you will gain insights into the importance and the range of tasks of controlling for various levels of marketing. You will familiarize yourself with the most important functions and tasks of marketing controlling, will learn about the central instruments of strategic and operational marketing controlling as well as important key performance indicators of marketing, and will be enabled to distinguish between different types of operational marketing controlling: process, effectiveness, and efficiency controls. A particular concern of this chapter is to highlight the interface function of marketing controlling, which ensures the connections of marketing to other business areas as part of holistic corporate management.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-45834-8_10

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DOI: 10.1007/978-3-658-45834-8_10

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