To read this content please select one of the options below:

The need for economic and pre‐economic marketing controlling

Roland Helm (Lecturers in Marketing at the University of Augsburg, Germany.)
Hans Höser (Lecturers in Marketing at the University of Augsburg, Germany.)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 May 1995

1184

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.

Keywords

Citation

Helm, R. and Höser, H. (1995), "The need for economic and pre‐economic marketing controlling", Marketing Intelligence & Planning, Vol. 13 No. 4, pp. 10-15. https://doi.org/10.1108/02634509510088982

Publisher

:

MCB UP Ltd

Copyright © 1995, MCB UP Limited

Related articles