For many companies, marketing is an area with high levels of investment, which is why the question of measurability is highly relevant. Managers see themselves under increasing internal accountability to prove the value contribution of marketing. Marketing management control is therefore ascribed an ever-increasing role with the aim of ensuring, proving and improving the effectiveness and efficiency of marketing management. Without clear evidence of success, it will be difficult to defend budgets in the future.
This publication deals with the basic principles and key instruments of effective marketing management control in the context of advancing technologization and digitalization in marketing. It discusses their possible applications in a practice-oriented manner and emphasizes aspects that have proven to be particularly relevant for companies in executive education at the University of St.Gallen (HSG).
In order to facilitate the transfer to international business practice, this publication is published simultaneously in English and German.
Keywords: Return on Marketing, Tasks and Instruments of Marketing Management Control, Artificial Intelligence & Marketing Performance Manage-ment, Marketing Audit, Marketing Funnel Analyses, Customer Equity & Customer Value, , Brand Strength & Brand Equity, Marketing Budgeting, Market-ing as a Driver of Shareholder Value, Marketing- Mix Modeling, Marketing Metrics, Dashboards in Marketing.
Prof. Dr. Sven Reinecke is Executive Director of the Institute for Marketing & Customer Insight and Associate Professor of Business Administration at the University of St. Gallen (HSG).
Dr. oec. HSG Alexander Tombach was a research associate at the Institute for Marketing & Customer Insight at the University of St. Gallen (HSG).
Institute for Marketing & Customer Insight at the University of St.Gallen
Dufourstrasse 40a, CH-9000 St.Gallen
Phone: +41 71 224 28 73
www.imc.unisg.ch
E-mail: sven.reinecke@unisg.ch