For many companies, marketing is an area with high levels of investment, which is why the question of measurability is highly relevant. Managers see themselves under increasing internal accountability to prove the value contribution of marketing. Marketing management control is therefore ascribed an ever-increasing role with the aim of ensuring, proving and improving the effectiveness and efficiency of marketing management. Without clear evidence of success, it will be difficult to defend budgets in the future.

This publication deals with the basic principles and key instruments of effective marketing management control in the context of advancing technologization and digitalization in marketing. It discusses their possible applications in a practice-oriented manner and emphasizes aspects that have proven to be particularly relevant for companies in executive education at the University of St.Gallen (HSG).

Prof. Dr. Sven Reinecke is Executive Director of the Institute for Marketing & Customer Insight and Associate Professor of Business Administration at the University of St. Gallen (HSG).

Dr. oec. HSG Alexander Tombach was a research associate at the Institute for Marketing & Customer Insight at the University of St. Gallen (HSG).