Significance and Differences of Marketing and Sales Controlling

Karel Havlicek () and Pavla Břečková

Central European Business Review, 2013, vol. 2013, issue 3, 36-42

Abstract: Small- and medium-sized companies usually perceive controlling in connection with financial management. However, this is a serious mistake, which may have very unpleasant consequences for businesses. Such consequences are usually connected with a failure to achieve operational and strategic aims in the area of sales, production, innovation or marketing. For companies, a failure of marketing and sales controlling means that achieving the aims in the area of customer relations management is threatened, which subsequently results in the company's sales not being fulfilled. This may result in a failure of the corporate strategy in the medium-term, which tends to be followed by a failure of sales and a threat to liquidity. Absence of marketing and sales controlling is usually the most frequent cause of a crisis. Therefore, the aim of the article is to describe the main areas of marketing and sales controlling and its relation to risk management.

Keywords: Marketing controlling; sales controlling; business process management; sales; forecasts (search for similar items in EconPapers)
JEL-codes: M21 M31 (search for similar items in EconPapers)
Date: 2013
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DOI: 10.18267/j.cebr.53

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