C 2015

The use of marketing controlling in czech companies

LUKOSZOVÁ, Xenie and Kateřina UHLÁŘOVÁ

Basic information

Original name

The use of marketing controlling in czech companies

Name in Czech

Využití marketingového controllingu v českých podnicích

Authors

LUKOSZOVÁ, Xenie and Kateřina UHLÁŘOVÁ

Edition

1. vyd. Montreal, Problems of employment and labor relations in terms of economic instability, p. 10-29, 30 pp. 2015

Publisher

Publishing house BREEZE

Other information

Language

English

Type of outcome

Chapter(s) of a specialized book

Field of Study

50200 5.2 Economics and Business

Country of publisher

Canada

Confidentiality degree

is not subject to a state or trade secret

Publication form

electronic version available online

Organization unit

Institute of Technology and Business in České Budějovice

ISBN

978-617-7214-06-8

Keywords (in Czech)

marketing; controlling; marketingový controlling; marketingový výzkum; metriky

Keywords in English

marketing; controlling; marketing controlling; marketing research; metricsntrolling

Tags

Changed: 7/1/2016 11:23, Mgr. Václav Karas

Abstract

ORIG CZ

V originále

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.