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AbstractIn this chapter, the reader learns to recognize the important role of marketing controlling, to distinguish between the tasks of strategic and operational marketing controlling, to recognize the relevance of marketing auditing and to use it in a goal-oriented manner, to master instruments of strategic and operational marketing controlling and to use methods of instrumental auditing. ReferencesBecker, J. (2019). Marketing-Konzeption. Grundlagen des ziel-strategischen und operativen Marketing-Managements (11. Aufl.). Vahlen. Google Scholar Ehrmann, H. (2016). Marketing-Controlling (5. Aufl.). Kiehl. Google Scholar Halfmann, M. (2017). Marketing-controlling. Springer Gabler. Google Scholar Kohlert, H. (2013). Marketing-Audit – Überprüfung der Leistungsfähigkeit im Marketing technischer Unternehmen. In G. Hofbauer, A. Pattloch, & M. Stumpf (Hrsg.), Marketing in Forschung und Praxis (S. 999–1009). Uni-Edition. Google Scholar Krause, H.-U., & Arora, D. (2010). Controlling-Kennzahlen. Key Performance Indicators (2. Aufl.). De Gruyter. Google Scholar Kreutzer, R. T. (2022). Toolbox digital business. Springer Gabler.Book Google Scholar Meffert, H., Burmann, C., Kirchgeorg, M., & Eisenbeiß, M. (2019). Marketing, Grundlagen marktorientierter Unternehmensführung. Konzepte – Instrumente – Praxisbeispiele (13. Aufl.). Springer Gabler. Google Scholar Reinecke, S. (2021). Marketingcontrolling. Springer Gabler Verlag (Hrsg.), Gabler Wirtschaftslexikon. Accessed on 25.05.2021.Zerres, C. (Hrsg.). (2021). Handbuch Marketing-Controlling: Grundlagen – Methoden – Umsetzung (5. Aufl.). Springer Gabler. Google Scholar Download references Author informationAuthors and AffiliationsHochschule für Wirtschaft und Recht, Berlin, GermanyRalf T. KreutzerAuthorsRalf T. KreutzerYou can also search for this author in PubMed Google Scholar Rights and permissions Copyright information© 2023 The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature About this chapterCite this chapterKreutzer, R.T. (2023). Marketing Controlling. In: Practice-Oriented Marketing. Springer, Wiesbaden. citation.RIS.ENW.BIBDOI: 09 March 2023 Publisher Name: Springer, Wiesbaden Print ISBN: 978-3-658-39716-6 Online ISBN: 978-3-658-39717-3eBook Packages: Business and ManagementBusiness and Management (R0) Publish with us

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