In a permanent changing environment, the measurement and monitorisation of the performance of a company has become one of the key issues for its success. This fact increases the capacity of each company to adapt to the conditions of the environment, because only by a permanent monitorisation of the performance, a company can discover both its strenghts and its weaknesses and in time, it can react according to these.

This paper concentrates on the controlling and performance measurement of the distribution policy of a company. It analyses both the efficacity and efficency of the distribution channels as well as the succes of the logistics activity.

controlling, marketing-controlling, distribution, distribution channels