The Theoretical Aspects of Controlling of Marketing in Enterprise

• Main Author: Liakh Inna S.
• Format: Article
• Language: English
• Published: Research Centre of Industrial Problems of Development of NAS of Ukraine 2017-07-01
• Series: Bìznes Inform
• Subjects: controlling of marketing; management of marketing; operative management of marketing costs
• Online Access: http://www.business-inform.net/export_pdf/business-inform-2017-7_0-pages-251_256.pdf
• ISSN: 2222-4459; 2311-116X

The article is aimed at generalizing the theoretical provisions on controlling of marketing in enterprise: to clarify the place of controlling of marketing within the management system, constituents, goals, tasks, and functions. The controlling of marketing was considered in terms of concepts such as management of enterprise, management of marketing, operative management of marketing, controlling, strategic and operational controlling of marketing, and operative management of marketing costs. The constituents and tools of controlling of marketing at the strategic and the operational levels have been defined. The definition of operative controlling of marketing has been revised, which emphasizes managerial decision-making about marketing costs, taking account of current situation and optimality of such costs as to purposes of enterprise. A systematic approach to studying this issue provides a holistic view of controlling of marketing within the enterprise management system. A study on the theoretical aspects of controlling of marketing as a modern management concept will make it possible to approach the issue of decision-making on marketing activity in a holistic manner.