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@inbook{30521, author = {Lukoszová, Xenie and Uhlářová, Kateřina}, address = {Montreal}, booktitle = {Problems of employment and labor relations in terms of economic instability}, edition = {1. vyd.}, keywords = {marketing; controlling; marketing controlling; marketing research; metricsntrolling}, howpublished = {elektronická verze "online"}, language = {eng}, location = {Montreal}, isbn = {978-617-7214-06-8}, pages = {10-29}, publisher = {Publishing house BREEZE}, title = {The use of marketing controlling in czech companies}, year = {2015} }
TY - CHAP ID - 30521 AU - Lukoszová, Xenie - Uhlářová, Kateřina PY - 2015 TI - The use of marketing controlling in czech companies PB - Publishing house BREEZE CY - Montreal SN - 9786177214068 KW - marketing KW - controlling KW - marketing controlling KW - marketing research KW - metricsntrolling N2 - The preparedness of Czech companies in challenging conditions is systematically being tested in the current global economics crisis. Businesses are being forced to adjust their plans and activities due to the competitive environment in the global market, As a result a number of relatively new tools have appeared that are aimed at improving business performance. Among them is the marketing controlling, which is the start of the process whereby marketing decision-making and management attention is focused on potential problems in case of negative development outcomes in a company´s economic activity. The purpose of this article is to determine the tasks, organization and marketing controlling metrics preferred by the management of medium and large companies with registered offices in the Czech Republic through the conduct of surveys. ER -
LUKOSZOVÁ, Xenie a Kateřina UHLÁŘOVÁ. The use of marketing controlling in czech companies. Online. In \textit{Problems of employment and labor relations in terms of economic instability}. 1. vyd. Montreal: Publishing house BREEZE, 2015, s.~10-29, 30 s. ISBN~978-617-7214-06-8.
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