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Marketing Management and Marketing Contrilling of SMEs

Author

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  • Karel Havlícek

Abstract

The article gives information about the marketing management conception based on the M-C model resulting from a marketing research and marketing plan as key activities that are necessary for setting company goals, and from strategic and operative marketing controlling that is based on comparison and evaluation of deviations from the set goals and on proposal of measures in the form of risk management.

Suggested Citation

  • Karel Havlícek, 2011. "Marketing Management and Marketing Contrilling of SMEs," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 39-54.
    • Handle: RePEc:ers:journl:v:xiv:y:2011:i:4:p:39-54
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    File URL: http://www.ersj.eu/repec/ers/papers/11_4_p3.pdf
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    More about this item

    Keywords

    Marketing Management; Marketing Controlling; Marketing Research; Marketing Plan; M-C Model;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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