Abstract
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 ...
Abstract
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.
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