Marketing Implementation and Marketing Management Control

Torsten Tomczak (), Sven Reinecke () and Johanna Gollnhofer ()
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Torsten Tomczak: University of St. Gallen, Institute for Customer Insight
Sven Reinecke: University of St. Gallen, Institute for Customer Insight
Johanna Gollnhofer: University of St. Gallen, Institut for Customer Insight

Chapter 7 in Strategic Marketing, 2026, pp 169-191 from Springer

Abstract: Summary The best marketing planning does not guarantee success if it is not implemented. The following chapter looks at the challenges of marketing implementation. It also highlights the various options for marketing organization—for example, functional and object-oriented organization (keywords: product management and key account management). The topics of marketing agility and culture are also highlighted. One focus of the chapter is dedicated to marketing controlling as ensuring effectiveness and efficiency in marketing management and the associated tasks: Information supply, decision-making, implementation, control, and learning. Key figures (systems), such as a balanced scorecard, play a special role here.

Date: 2026
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DOI: 10.1007/978-3-658-50577-6_7

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