MARKETING PERFORMANCE MANAGEMENT

Yıl 2013, Cilt: 5 Sayı: 1, 403 - 413, 01.06.2013

Roland Gacsi Zoltan Zeman

Öz

In recent years, it has become essential for business managers to have new
ways of thinking in order to sustain performance and growth. There is an
increased intensification of market competition. This tough “fight” to win
customers resulted that marketing has an ever increasing place in businesses’
strategic and operational activities. Marketing is not quite understood at many
companies which often rest upon the fact that it has been one of the least
measurable function in a business. Therefore, planning the marketing expenses
may be a determining factor to develop a quantitative monitoring system.
Marketing decisions are often made without the information, expertise and
measurable feedback needed. As a result of the above mentioned it is evident why
controlling of marketing sub-processes alias Marketing-Controlling was created.
Controlling basically means "results-oriented management". This means that the
data gathered, evaluated and a decision is made on that basis. In contrast, the
marketing expresses a "market-oriented management". Regarding sales decisions,
market values are at the center. Thus, we see that the marketing activities should
include not only the transmission of new information but also has to be future
oriented in-particular focus on customers and competitors.

Anahtar Kelimeler

marketing performance, controlling, Balanced Scorecard