Abstract
This contribution analyzes the changing role of marketing in the FMCG industry and the corresponding implications for controllers to be real business partners. The author outlines the key marketing success factors to build and manage strong brands and deduces from these factors the required data information and controlling tools.
An adaption of this contribution has been originally printed as Schmiedebach-Ullner, F. (2014), Controlling als Business Partner des Marketing in der Konsumgüterindustrie, Buttkus, M. in Controlling in der Konsumgüterindustrie: Innovative Ansätze und Praxisbeispiele, 2014, pages 91–108.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsNotes
- 1.
The author uses the English word “controlling” to translate the German term “controlling.” Please refer to the discussion in the preface.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Switzerland AG
About this chapter
Cite this chapter
Schmiedebach-Ullner, F. (2019). Marketing and Controlling as Business Partners in the FMCG Industry. In: Buttkus, M., Eberenz, R. (eds) Performance Management in Retail and the Consumer Goods Industry. Springer, Cham. https://doi.org/10.1007/978-3-030-12730-5_22
Download citation
DOI: https://doi.org/10.1007/978-3-030-12730-5_22
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-12729-9
Online ISBN: 978-3-030-12730-5
eBook Packages: Business and ManagementBusiness and Management (R0)