Marketing Management Control: Business Guides on the Go

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).

Foundations of Marketing Management Control: The Pursuit of 'Return on Marketing Investment'.- Marketing Management Control as Ensuring and Efficiency of Marketing.- Marketing Management Control Tasks.- Lines of Development in Marketing Management Control: From Control to AI.- Instruments of Marketing Management Control - An Overview.- The Influence of Artificial Intelligence on Marketing Management Control Tasks.- Bottlenecks of Marketing Management Control.- Selected Marketing Management Control Instruments: Marketing Budgeting.- Marketing Audit.- Marketing as Driver of Shareholder-Value.- Customer Valuation.- Management Control of Brand Knowledge, Strength and Value.- Marketing Mix Control Using Marketing Mix Modeling.- Performance Measurement Systems in Marketing and Sales.- Conclusion: Assuring Learning Processes in Marketing and Sales.