| Author: | Dihlmann, C. |
| Title: | Kennzahlen zur Vertriebssteuerung = A company's taxation |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1991 : FEB, 43:2, p. 157-171 |
| Index terms: | SALES SALES MANAGEMENT MARKETING MANAGEMENT PLANNING OPTIMIZATION EFFECTIVENESS |
| Language: | ger |
| Abstract: | Sales controlling is part of the company's active marketing management. All specific data from the controlling and other information-systems have to support the daily business of each salesman and are basis for the actual and strategic marketing planning. Sales controlling has to optimize the effectiveness and efficiency of all marketing actions. Sales figures must be available for analysis, performance and interpretation of the marketing actions and, at the same time, they will adjust the sales controlling system. There are many interconnected success factors which have to be positioned and valuated. The potential of these factors and their influence to the sales process is of great importance. |
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