Marketing Management Control: Marketing Metrics, Marketing Analytics and Controlling Instruments to Ensure Effectiveness & Efficiency in Marketing Management
ISBN
978-3-905819-41-0
Type
book
Date Issued
2025-07-01
Author(s)
Abstract
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).
In order to facilitate the transfer to international business practice, this publication is published simultaneously in English and German.
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).
In order to facilitate the transfer to international business practice, this publication is published simultaneously in English and German.
Language
English
Keywords
Return on Marketing
Tasks and Instruments of Marketing Management Control
Artificial Intelligence
Marketing Performance Management
Marketing Audit
Marketing Funnel Analyses
Customer Equity
Customer Value
Brand Strength
Brand Equity
Marketing Budgeting
Marketing Mix Modeling
Marketing Metrics
Dashboards in Marketing
Book title
Marketing Management Control
Division(s)
File(s)![Thumbnail Image]()
Name
Marketing Management Control (E) mit Cover.pdf
Size
10.18 MB
Format
Adobe PDF
Checksum (MD5)
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