出版社：Research Centre of Industrial Problems of Development of NAS of Ukraine
摘要：The article is aimed at generalizing the theoretical provisions on controlling of marketing in enterprise: to clarify the place of controlling of marketing within the management system,constituents,goals,tasks,and functions. The controlling of marketing was considered in terms of concepts such as management of enterprise,management of marketing,operative management of marketing,controlling,strategic and operational controlling of marketing,and operative management of marketing costs. The constituents and tools of controlling of marketing at the strategic and the operational levels have been defined. The definition of operative controlling of marketing has been revised,which emphasizes managerial decision-making about marketing costs,taking account of current situation and optimality of such costs as to purposes of enterprise. A systematic approach to studying this issue provides a holistic view of controlling of marketing within the enterprise management system. A study on the theoretical aspects of controlling of marketing as a modern management concept will make it possible to approach the issue of decision-making on marketing activity in a holistic manner.
其他摘要：Мета даної статті полягає в узагальненні теоретичних положень щодо контролінгу маркетингу на підприємстві: уточнити місце контролінгу маркетингу в системі управління,складові,мету,завдання та функції. Розглянуто контролінг маркетингу в розрізі таких понят
关键词：controlling of marketing;management of marketing;operative management of marketing costs.
其他关键词：контролінг маркетингу;управління маркетингом;оперативне управління витратами на маркетинг.
