Marketing Controlling

The focus of our management-oriented research is ensuring effectiveness and efficiency in marketing. Our team uses both qualitative and quantitative research methods to develop procedures and approaches that support executives in conducting marketing management control. On the one hand, we deal with the definition and selection of suitable marketing metrics. Key research areas are the development of performance measurement systems and methods to determine the “Return on Marketing”. On the other hand, we examine the use of strategic and operational control instruments as well as budgeting methods in marketing.