Подходи за изграждане на маркетингова контролингова система в бизнес организацията
Approaches for Development of Marketing Controlling Systems in Business Enterprises

Summary/Abstract: The implementation of controlling in the management of marketing activities is necessitated by two groups of factors – the changes in the business environment and the drawbacks of the systems used by many companies in our country. The cybernetic aspect of the systems is a key factor for its design, development, and implementation because in order to carry out any marketing activity its elements must be balanced at a certain moment. The implementation of a marketing controlling management system instantaneously reveals the causes for disturbances in the marketing system and develops new compliant and optimal relations and dependencies in the management system and its influence on the individual and material elements of the marketing activities. There are several approaches for development of marketing controlling systems. The simpler approaches emphasize on: Øplanning; Ødata visualization; Ødata analysis. The larger business organizations (holdings) aim to derive benefits related to their constituent business entities and units and are thus able to accumulate funds for their common activities including marketing. The reviewed problems are related not only to the optimization of marketing management, but also to its organization. One of the aspects of development of a modern organization and management of marketing activities, which provides solution to many of those problems, is the design of a management controlling system.

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