knowledge management) support the marketing management process from planning to implementation to ensure the efficiency of marketing. This article gives a concise overview of the system of this marketing controlling. Key elements of marketing controlling are represented in this post. For more information see The Metropolitan Museum of Art. Controlling with specific tasks marketing controlling involves determining and providing internal and external information used to ensure of the efficiency and effectiveness of a value and market-oriented business management along the entire marketing management process (cf. Reinecke, S., Janz, S et al., 2007, p. 47). The market – and value-oriented management of the company (key performance indicators, key performance indicators) funded the marketing controlling Not Acceptable!

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Corporate management created (cf.

Hahn, D., 1996, p. 193 et seq.). It is a rapid and ongoing information management, such as target is deviations, of central importance. This requires the development and implementation of organizational guidelines, a marketing information system and Marketingplanungs – and testing instruments. Strategic and operational marketing-controlling has strategic and operational components (cf.

Reichmann, t., 1997, p. 410 et seq., Zerres, ch. including 2006, p. 11 et seq.). The strategic marketing controlling edited other observation dimensions – such as potentials, strengths, weaknesses, opportunities, and risks compared to the operational marketing controlling. The strategic marketing controlling developed the basis for the strategic marketing planning and marketing management: Organization of information retrieval information deployment information interpretation and evaluation (SWOT, portfolio and life cycle analysis, etc.). A central task of controlling strategic marketing is also possible early uncover of relevant developments such as market – and competition changes and developments within the marketing system (early warning function, Constance see link, j., Weiser, ch., 2006, pp. 166 et seq.). In addition, the strategic marketing controlling coordinates the individual marketing plans. The formal coordination concerns the instigation, follow-through and coordination of marketing plans.