Marketing and Controlling as Business Partners in the FMCG Industry

Franziska Schmiedebach-Ullner
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Franziska Schmiedebach-Ullner: Care 4 Brands Consulting

A chapter in Performance Management in Retail and the Consumer Goods Industry, 2019, pp 325-340 from Springer

Abstract: Abstract This contribution analyzes the changing role of marketing in the FMCG industry and the corresponding implications for controllers to be real business partners. The author outlines the key marketing success factors to build and manage strong brands and deduces from these factors the required data information and controlling tools.

Keywords: Brand essence; Brand positioning; Choice surplus; Consumer products industry; Data management; Differentiation (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-12730-5_22

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DOI: 10.1007/978-3-030-12730-5_22

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