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2. Marketingcontrolling als Sicherstellen von Effektivität und Effizienz des Marketing

  • 2025
  • OriginalPaper
  • Chapter
Published in:
Authors
Sven Reinecke
Alexander Tombach
Published in
Marketingcontrolling kompakt
Publisher
Springer Fachmedien Wiesbaden

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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.

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previous chapter Die Frage nach dem „Return on Marketing“
next chapter Aufgaben des Marketingcontrollings
Title
Marketingcontrolling als Sicherstellen von Effektivität und Effizienz des Marketing
Authors
Sven Reinecke
Alexander Tombach
Copyright Year
2025
Book
Marketingcontrolling kompakt

Print ISBN: 978-3-658-47819-3

Electronic ISBN: 978-3-658-47820-9

Copyright Year: 2025

DOI
https://doi.org/10.1007/978-3-658-47820-9_2
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