Controlling działań marketingowych. Pojęcie, narzędzia, etapy
Controlling marketing activities – concept, tools, stages

Author(s): Wojciech Grzegorczyk
Subject(s): Economy, Business Economy / Management, Business Ethics
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: marketing controlling; controlling analysis; marketing audit
Summary/Abstract: The purpose of the presented work is to present basic information about marketing controlling, its functions, tools and stages, as well as to present the necessary controlling analyses relating to the marketing activities of the enterprise. The work consists of two parts. The first presents the concept of control, controlling and marketing controlling. The assumption is made that a necessary condition for an enterprise to use marketing controlling is that it has a Marketing Information System. The second part presents controlling analyses relating to the enterprise's environment, its personnel resources, financial situation, marketing strategy and applied marketing-mix tools. The enterprise implements a marketing strategy and its execution should be controlled. During the implementation of this strategy, information is therefore collected on the degree to which marketing objectives are achieved, the marketing-mix instruments used and the company's position on the market. These are subjected to controlling analyses, which makes it possible to decide whether to stay on the current market, to serve temporal segments, possible adjustments to the marketing strategy or expansion into new markets. planned. On this basis, it prepares a revised strategy for the next period or decides to withdraw from the current market and expand into new markets. Controlling analyses are carried out during the execution of the marketing strategy and can also be carried out after the execution of the strategy as part of a marketing audit. Their scope is then much broader and also includes the industry in which the company operates and the geographical scope of its operations. 

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