Helm, Roland and Höser, H. (1995) The need for economic and pre-economic marketing controlling. Marketing Intelligence & Planning 13 (4), pp. 10-15.
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The splitting or rather the widening of a marketing controlling system into economic and pre-economic control of performance makes effective strategic forward-looking planning, management, and control of marketing activities possible. The main reason for including pre-economic measures of performance is the possibility to receive and assimilate so-called weak signals from the market which cannot be received by traditional economic controlling systems. These early warning indicators prevent marketing management from decision making based on past-oriented data, the use of which would require the structure of the environment to remain unchanged. Based on this expanded knowledge, marketing strategies can be generated in a much more sound way.
|Institutions:||Business, Economics and Information Systems > Institut für Betriebswirtschaftslehre > Lehrstuhl für Betriebswirtschaft, insbesondere Strategisches Industriegütermarketing (Prof. Dr. Roland Helm)|
|Keywords:||Control; Customer loyalty; Customer satisfaction; Direct selling; Strategic planning|
|Subjects:||300 Social sciences > 330 Economics|
|Refereed:||Yes, this version has been refereed|
|Created at the University of Regensburg:||Unknown|
|Deposited On:||15 Nov 2010 07:27|
|Last Modified:||15 Jul 2011 12:27|
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