Controlling Instruments for the Sustainability of a Business: Research regarding the Application of Marketing Controlling Instruments in Business

Controlling Instruments for the Sustainability of a Business: Research regarding the Application of Marketing Controlling Instruments in Business

Corina Pelau (Bucharest University of Economic Studies, Romania) and Vlad Rosca (Bucharest University of Economic Studies, Romania)
DOI: 10.4018/978-1-5225-2716-9.ch015
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Abstract

The controlling activity has developed in the past years because of the need of companies to permanently monitor their performance and because of the need to adapt to the changes of the environment. In comparison to some decades ago, the present dynamic changes in the technological and social environment determine companies to be more agile regarding their strategies. In this article there are presented the main instruments used in marketing-controlling and an overview of the use of controlling instruments in companies, based on secondary data. The results of these researches show that companies use more and more frequent controlling instruments than in the past.
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Definition And Importance Of The Controlling Activity

The dynamic development of the worldwide economic environment faces the management of companies with the problem of the permanent adaptation to these changes in order to assure their viability and the economic success. In order for companies to be able to face changes such as the evolution in the structure of branches, intensification of competition, technological progress and changes in the norms, values and cultural background of the society, the need for having a department analyzing all these changes aroused. In this context, the need for a controlling department gained more and more importance (Pelau, 2009, p. 21).

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