HAVLÍČEK, Karel and Pavla BŘEČKOVÁ. Significance and Differences of Marketing and Sales Controlling. Central European Business review. Praha: Vysoká škola ekonomická v Praze, Vol. II, No. 3, p. 36-42. ISSN 1805-4854. 2013.
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Basic information
Original name Significance and Differences of Marketing and Sales Controlling
Authors HAVLÍČEK, Karel (203 Czech Republic, belonging to the institution) and Pavla BŘEČKOVÁ (203 Czech Republic, belonging to the institution).
Edition Central European Business review, Praha, Vysoká škola ekonomická v Praze, 2013, 1805-4854.
Other information
Original language English
Type of outcome Article in a journal
Field of Study 50200 5.2 Economics and Business
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
RIV identification code RIV/04274644:_____/13:#0000014
Organization unit University of Finance and Administration
Keywords in English Marketing controlling; sales controlling; business process management; sales; forecasts
Tags AR 2013-2014, ERIH, recenzovaný časopis, RIV_ne, xJ4
Tags International impact, Reviewed
Changed by Changed by: Ing. Dominika Moravcová, učo 21787. Changed: 24/3/2017 10:15.
Abstract
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.
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