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The need for economic and pre-economic marketing controlling

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 ...


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Item type:Article
Institutions:Business, Economics and Information Systems > Institut für Betriebswirtschaftslehre > Lehrstuhl für Betriebswirtschaft, insbesondere Strategisches Industriegütermarketing (Prof. Dr. Roland Helm)
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Keywords:Control; Customer loyalty; Customer satisfaction; Direct selling; Strategic planning
Dewey Decimal Classification:300 Social sciences > 330 Economics
Refereed:Yes, this version has been refereed
Created at the University of Regensburg:Unknown
Item ID:18003
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