Organizational Structures of the Enterprise for Implementing Marketing-Controlling

Abstract

In a permanent changing environment, characterized by intensification of competition and fast developing technologies, only those companies can survive which have the ability to adapt to these conditions. Controlling is a „helping hand“ of the management, which sets the informational basis for the management decisions and alarms the management in case of negative developments of the company. This article concentrates on different ways of integration of controlling, especially marketing-controlling in the company organization, so that the best decision should be taken. On one hand it is the objectivity, on the other hand the access to information, which are the key factors to a successful controlling activity. There are presented several solutions of integration of marketing-controlling, depending on the structure and the processes of the company.controlling, marketing-controlling, organizational structures.