Współczesne aspekty funkcjonowania kontroli marketingowej

Abstract

The present marketing control theory doesn't suit the new management concepts. The most important fields that will influence the future change of marketing control theory are: new marketing concepts, new ideas of corporate objectives, integrating approaches in management and the "feed forward" in control concepts. Differentiations of marketing concepts and corporate objectives create a problem of measurement for marketing control. On the other hand the integrating approaches in management and the "feed forward" in control concepts bring a problem of correlation of marketing control fields.