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Marketingcontrolling als Sicherstellen von Effektivität und Effizienz des Marketing

In: Marketingcontrolling kompakt

Author

Listed:
  • Sven Reinecke

    (Universität St. Gallen)

  • Alexander Tombach

Abstract

Zusammenfassung Beim Marketingcontrolling handelt es sich um ein klassisches Schnittstellenthema zweier betriebswirtschaftlicher Teilgebiete. Marketing und Controlling stehen in einem ambivalenten Verhältnis zueinander. Einerseits werden sie als Zwillingsschwestern charakterisiert, weil beides übergreifende Konzepte sind, die nicht das Privileg einzelner Experten sein sollten (Deyhle, 1988, S. 15). Andererseits kommt ein natürlicher Ziel- und Interessenkonflikt zum Ausdruck, wenn Marketing als „Führung vom Markt her“ und Controlling als „Führung vom Ergebnis her“ gesehen wird.

Suggested Citation

  • Sven Reinecke & Alexander Tombach, 2025. "Marketingcontrolling als Sicherstellen von Effektivität und Effizienz des Marketing," Springer Books, in: Marketingcontrolling kompakt, edition 2, chapter 2, pages 5-7, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-47820-9_2
    DOI: 10.1007/978-3-658-47820-9_2
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