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@article{4066, author = {Havlíček, Karel and Břečková, Pavla}, article_location = {Praha}, article_number = {No. 3}, keywords = {Marketing controlling; sales controlling; business process management; sales; forecasts}, language = {eng}, issn = {1805-4854}, journal = {Central European Business review}, note = {AR 2016/2017 - odesláno do RIV. (duben 2017)}, title = {Significance and Differences of Marketing and Sales Controlling}, volume = {Vol. II}, year = {2013} }
TY - JOUR ID - 4066 AU - Havlíček, Karel - Břečková, Pavla PY - 2013 TI - Significance and Differences of Marketing and Sales Controlling JF - Central European Business review VL - Vol. II IS - No. 3 SP - 36-42 EP - 36-42 PB - Vysoká škola ekonomická v Praze SN - 18054854 N1 - AR 2016/2017 - odesláno do RIV. (duben 2017) KW - Marketing controlling KW - sales controlling KW - business process management KW - sales KW - forecasts N2 - Small and medium sized companies usually perceive controlling in connection with financial management. However this is a serious mistake which may have very unpleasant consequences for businesses. Such consequences are usually connected with a failure to achieve operational and strategic aims in the area of sales, production, innovation or marketing. For companies, a failure of marketing and sales controlling means that achieving the aims in the area of customer relations management is threatened, which subsequently results in the company's sales not being ful fi lled. This may result in a failure of the corporate strategy in the medium-term, which tends to be followed by a failure of sales and a threat to liquidity. Absence of marketing and sales controlling is usually the most frequent cause of a crisis. Therefore, the aim of the article is to describe the main areas of marketing and sales controlling and its relation to risk management. ER -
HAVLÍČEK, Karel and Pavla BŘEČKOVÁ. Significance and Differences of Marketing and Sales Controlling. \textit{Central European Business review}. Praha: Vysoká škola ekonomická v Praze, 2013, Vol. II, No. 3, p.~36-42. ISSN~1805-4854.
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