Marketing Management Control
Marketing Metrics, Marketing Analytics and Controlling Instruments to Ensure Effectiveness & Efficiency in Marketing Management
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Beschreibung
For many companies, marketing is an area with high levels of investment, which is why the question of measurability is highly relevant. Managers see themselves under increasing internal accountability to prove the value contribution of marketing. Marketing management control is therefore ascribed an ever-increasing role with the aim of ensuring, proving and improving the effectiveness and efficiency of marketing management. Without clear evidence of success, it will be difficult to defend budgets in the future.
This publication deals with the basic principles and key instruments of effective marketing management control in the context of advancing technologization and digitalization in marketing. It discusses their possible applications in a practice-oriented manner and emphasizes aspects that have proven to be particularly relevant for companies in executive education at the University of St.Gallen (HSG).
For many companies, marketing is an area with high levels of investment, which is why the question of measurability is highly relevant. Managers see themselves under increasing internal accountability to prove the value contribution of marketing. Marketing management control is therefore ascribed an ever-increasing role with the aim of ensuring, proving and improving the effectiveness and efficiency of marketing management. Without clear evidence of success, it will be difficult to defend budgets in the future.
This publication deals with the basic principles and key instruments of effective marketing management control in the context of advancing technologization and digitalization in marketing. It discusses their possible applications in a practice-oriented manner and emphasizes aspects that have proven to be particularly relevant for companies in executive education at the University of St.Gallen (HSG).
Explains how to ensure, optimize, and demonstrate marketing performance Presents the key frameworks, constraints, and fundamental principles of marketing controlling Clearly focuses on application and action orientation
Autor*in
Sven Reinecke
Themen in »Marketing Management Control«
Return on Marketing Marketing Control Tasks Marketing Control Instruments AI and Marketing Control Marketing Audit Marketing Funnel Analyses Customer value management Brand Value Marketing budgets Marketing-Mix Modelling Marketing Metrics