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Marketing Controlling

In: Principles of Marketing

Author

Listed:
  • Manfred Bruhn

    (Faculty of Business and Economics)

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.

Suggested Citation

  • Manfred Bruhn, 2025. "Marketing Controlling," Springer Books, in: Principles of Marketing, chapter 0, pages 273-282, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-45834-8_10
    DOI: 10.1007/978-3-658-45834-8_10
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