The substantive coordination includes the sound control of market development. Operational marketing-controlling, however, systematically checks the marketing activities, the individual marketing instruments, the marketing mix, or the marketing input/output of the company, analyzed the causes of deviation of the measured values and initiate adaptation measures (cf. Zaid, ch. including 2006, pp. 109 et seq.).
With marketing test values measured using key indicators (see Baumann, A. et al., 2003, p. 18 ff.) measures of marketing can be measured, monitored and controlled. Marketing metrics are metrics that compressing information, in Give form of relationship – or absolute numbers, about the performance of the entire company or individual parts information. Key figures summarize volumes of data to Central sizes. It the marketing goals of the company can be used for the education of key figures. The parameters should quantifizier-/ measurable and with the objective of marketing objectives content closely indicator function linked to his and accordingly (relevant, informative, indicator for developments of critical success factors of marketing) have (cf. Reichmann, t., 2006, p.
19). The marketing planning and monitoring can be easier implemented on the basis of an adequate set of such marketing key performance indicators. The regular comparison of key figures of the marketing management process can be controlled (see Baumann, A. et al., 2003, p. 2 et seq.) and it can be seen where deviations from the marketing plan are developed or emerging opportunities and risks. There are economic indicators such as sales, marketing, marketing costs, market share and Contribution margin and psychographic codes such as customer satisfactions, settings, and image values of the customers used (early-warning function, root-cause analysis). For example, has the market share (market share per customer group, distribution channel, sales territories, and so on, see Kohler, 1993, p. 383 et seq.) pointed out how successful a company worked on the market and with cover contributions the sources of profits and losses can be uncovered in detail (cf.